Marketing in Rheumatology
Many rheumatologists are already seeing the benefits of marketing, and those who understand that patients are consumers will successfully use marketing to leverage that relationship. “Because I do not participate in any insurance plans or Medicare, I definitely have to market my practice,” explains Scott Zashin, MD, a practicing rheumatologist in Dallas. He depends on community involvement and word of mouth to help get patients into his practice, but he also uses more traditional marketing. “For the past eight years, I have been selected as a Best Doctor in Dallas, so I pay for advertising to promote that honor,” he explains. “While it may or may not attract new patients, existing patients are certainly happy to see that their physician is being recognized.”
Dr. Zashin also takes opportunities to speak to other physicians and the general public about arthritis, and he welcomes the chance to speak with the media about the issues affecting rheumatology. These activities not only help market Dr. Zashin’s practice, but also help build his personal brand as a go-to expert in his community.
If you have questions about marketing your practice, contact Itara Barnes in the ACR’s practice management department at [email protected]
Does your practice need a Web site?
Surfing the Web for services and using Web sites to shop and book appointments is no longer only for younger generations. According to the Pew Internet and American Life Project survey results (published in October 2006), 74% of U.S. adults go online and, of those, 80% look for health information online. Additionally, 29% of Internet users have looked online for information about a particular doctor or hospital.
When one considers the number of people who turn to the Internet to make heathcare decisions, one sees that practice Web sites can be very effective tools for marketing your services to patients. Outside of the marketing benefits, practice Web sites can serve as virtual front offices that automate the nonclinical tasks of your practice by providing:
- Appointment scheduling and reminders (if you implement an automated scheduling system through your Web site, be sure that the system you choose is compatible with your practice management system);
- Forms for medication refill requests;
- Insurance information;
- Online account information and payment options;
- New patient forms for history taking and pre-appointment surveys; and
- Patient education materials such as video links to other trusted Web sites, educational videos, and your own fact sheets on the different rheumatic diseases and treatment options.
Automating these tasks will free up your receptionist’s time and can even reduce the number of staff needed in your front office—ultimately lowering your overhead.
