The document discusses the importance of marketing for healthcare practices, noting that while word-of-mouth and yellow pages were once sufficient, practices must now leverage various digital channels and data to promote their services, specialties, quality outcomes and efficiency to patients, providers, payers and care networks in order to succeed amid current delivery models and data availability. It emphasizes developing a clear message about a practice's unique value proposition and targeting the right audiences.
2. About Me
Started in Healthcare Management in 1981
Active in MGMA
FACMPE
Started my company in 2007
Full time in 2010
Cockrell and Associates, LLC
Strategic planning and Marketing
Operations and EMR Implementation
Human Resources
Data
Patient Centered Medical Homes (PCMH) and Other New
Delivery Models
7. Historical
The Rules
Don’t talk about yourself (brag)
Don’t Talk About Anyone Else
Just the Facts – Name, Address, Phone, etc.
8.
9. Current – Primary Care
What
Your Sweet Spot
Services
Diagnostics
Sub Specialties
Other (pharmacy, etc.)
Accessibility
Location
Parking
Patient Focus
Medical Home
Patient Satisfaction
10. Current – Primary Care
How
Print
Paper
Magazines
Special publications
Mail
Direct Mail
Targeted
New Residents
Other
Social Media
Other
11. Current - Specialists
Primary Care
What
Your Sweet Spot
Specialty focus only (PCPs keep their patients)
Report turn around time
Outcomes
Cost
Efficiency
How
Education
Social Media
12. Current – Specialists
Patient
What
Your Sweet Spot
Services
Diagnostics
Sub Specialties
Other (pharmacy, etc.)
Accessibility
Location
Parking
Patient Focus
13. Current – Specialists
Market To:
Current Patients
New Residents
Other
How
Paper
Education
Social Media
14. Current – Primary Care and
Specialty
Payers
Outcomes
Efficiency
Patient Satisfaction
17. Now and Future
Do it yourself because others are doing it for you
You have control over your information
Others use data from other sources
BCBS
HealthGrades
Medicare – Physician Compare
Delivery Models
RCO
ACO
It’s All About DATA and everyone can get parts of it
But who interprets it?
22. Now and Future - Summary
Key Elements
Data
Quality
Satisfaction
Efficiency
Deliver the Message To:
Patients
Other Providers
Payers
Networks
23. Now and Future - Summary
Key Elements
Practice Details
What Makes You Special
What’s Your Target
Age
Sex
Location
Census data
Education
24. William F. (Bill) Cockrell FACMPE
Cockrell and Associates, LLC
(205) 208-0010
bcockrell@caahms.com