A practical guide for providers and administrators in the health industry, this stimulating volume explains how to effectively use a variety of marketing practices such as advertising, public relations, fund raising, and "word of mouth" from satisfied clients.

William J. Winston

Contents
Preface

• Some Key Aspects of Utilizing Marketing Consultants for Group Practices
• A Legal Viewpoint on Marketing for Group Practices
• Marketing Planning for Group Practices
• Differences in Marketing a New Practice Versus Marketing an Established Practice
• Preparing the Financial/Business Plan for Marketing the Group Practice
• Building a New or Better Image for Your Practice Through Solid Media Relations (Public Relations and Publicity)
• Professional Advertising--How Professional Is It?
• How to Promote and Advertise a New or Existing Clinic
• Basic Marketing Research for the Group Practice or, What on Earth Is Targeting and Why Should I Care?
• The Best Malpractice Insurance of Them All: Consumer Satisfaction
• Physician Recruiting for Group Practices
• The PPO: How to Market It and to Whom