marketing for primary care and specialty providers decatur al mgma

MGMA – DecaturAugust 20, 2013William F. Cockrell FACMPE

About MeStarted in Healthcare Management in 1981Active in MGMAFACMPEStarted my company in 2007

Full time in 2010Cockrell and Associates, LLC

Strategic planning and MarketingOperations and EMR ImplementationHuman ResourcesDataPatient Centered Medical Homes (PCMH) and Other

New Delivery Models

Historical Marketing

Is Marketing Necessary?“Marcus Welby, MD”“Private Practice”“Becker”Etc.

HistoricalWord of Mouth

RelativesFriends

NewspaperNew Physician Announcement

Yellow Pages

Business Card Sample

HistoricalThe Rules

Don’t talk about yourself (brag)Don’t Talk About Anyone ElseJust the Facts – Name, Address, Phone, etc.

Current

Current – Primary CareWhat

Your Sweet SpotServices

Diagnostics Sub Specialties Other (pharmacy, etc.)

Accessibility Location Parking

Patient FocusMedical HomePatient Satisfaction

Current – Primary CareHow

Print Paper Magazines Special publications

Mail Direct Mail

Targeted New Residents Other

Social MediaOther

Current - SpecialistsPrimary Care

What Your Sweet Spot Specialty focus only (PCPs keep their patients) Report turn around time Outcomes Cost Efficiency

How Education Social Media

Current – SpecialistsPatient

WhatYour Sweet SpotServices

Diagnostics Sub Specialties Other (pharmacy, etc.)

Accessibility Location Parking

Patient Focus

Current – SpecialistsMarket To:

Current Patients New Residents Other

How Paper Education Social Media

Current – Primary Care and SpecialtyPayers

OutcomesEfficiencyPatient Satisfaction

Internet Example

website 360 Facebook

Now and The Future

Now and FutureDo it yourself because others are doing it for you

You have control over your informationOthers use data from other sources

BCBS HealthGrades Medicare – Physician Compare

Delivery ModelsRCOACO

It’s All About DATA and everyone can get parts of itBut who interprets it?

Why Not The BestBCBSMedicare

Physician Compare

Physician Compare

MGMA 2011

Now and Future - SummaryKey Elements

Data Quality Satisfaction Efficiency

Deliver the Message To: Patients Other Providers Payers Networks

Now and Future - SummaryKey Elements

Practice DetailsWhat Makes You SpecialWhat’s Your TargetAgeSexLocation

Census data

Education

Questions?William F. (Bill) Cockrell FACMPE

Cockrell and Associates, LLC(205) 208-0010

bcockrell@caahms.com