What are your most successful marketing tactics?

MGMA Connexion, Jul 2006 by MacDermid-Avery, Christy A, Kanaly, George W Jr, Marola, Gene

"We've experienced excellent results by promoting new providers. At least a month before a physician starts, we send a flier with his/her color photo and basic information to our primary care referral base. We run an article in our hospital newsletter and small display ads - we also try to get a brief introductory article in the community newspapers. We post a color 18-by-20-inch poster in the waiting room of our main and satellite offices."

Christy A MacDermid-Avery. MGMA Urology Administration Assembly president and practice manager, Huron Valley Urology Associates. Michigan Multispecialty Physicians PC. Ypsilanti. averyc@trinity-health.org

"My most successful marketing tactics are, in many ways, the simplest. All health plans tout their care, even though they generally only organize and pay for care. You can capitalize on their 'Ours is better No - ours is better' dialogue by positioning your group above them. The message should be to look carefully at the physician panel offered by the plans and note that your group is key to patients' care - the plan has to have your group's physicians as integral network participants. This increases enrollment and gives leverage in negotiations with health plans because you can be more selective about affiliation.

"At every turn, recruit or affiliate with the finest physicians and staff and develop research-based talking points to show how your care is better. Buyers will listen and act on the information. However, there must be congruence between the message and the experience at the office. If these are not aligned, your reputation will melt at a speed proportional to your failure to align them."

George W. Kanaly Jr., PhD, MGMA member and chief operations officer, Allied Anesthesia Medical Group. Riverside, Calif, gwkanaly@aol.com

"Free educational seminars on refractive eye surgery are our most successful marketing tactic. In most markets, free seminars have become passé because of declining attendance, free consultations in lieu of seminars and demands on physicians, staff and facilities. VVV use multimedia marketing to increase attendance and offer free consultations to those who don't attend. One of our physicians conducts the seminar and a question-answer session. In addition, patients present testimonials on refractive surgery. Want confirmation of the success of the tactic? Our competitors now conduct seminars."

Gene Marola. MS, MGMA Ophthalmology Administration Assembly president and administrator, Bucci Laser Vision Institute, Wilkes-Barre, Pa, gmblvi@ aol.com

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* In the MCMA Knowledge Center in the member area, search the Article Archive for "marketing"

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