Cindy Pezza, PMAC

President/CEO, Pinnacle Practice Achievement

David Bevan

Blue Orchid Marketing and practiceXeleration

Referral-Based MarketingWeb-Based MarketingInternal Marketing External Marketing

Referral-Based Marketing Existing and potential referring physicians Community involvement (grassroots marketing)

Web-Based Marketing Website Web presence

Internal Marketing Maximizing the patient

experience Patient communication/

retention

Let’s get new patients by marketingHow can I market to fulfill my needs?Let’s talk about me/my practice in my

marketingOnce I put my name out there, people

will be lining up at my door (advertising)

Typical Marketing Mindset:

Educate, Educate, EducateWII FM (What’s In It For Me)Attack the mind of the people/person

you are marketing toDo for others, with no expected

reciprocation“Successful marketing is a journey,

not a destination”

The Correct Marketing Mindset:

Pediatrics Rheumatologists Internal Med./Primary

Care Family Medicine Emergency Medicine OB/Gyn Neurology Chiropractors

Plastic Surgeon Infectious Disease Dermatologist Orthopaedics Geriatrics Vascular Surgeons Endocrinologists Bariatric Surgeons Neurologists

Physicians

Referral Cards

Solo Practitioner: Business Cards

Multiple Practitioners:

“Referral Cards” with emphasis on practice,

not physician Laminated List of Insurances

-Individual & Group NPI

-Tax ID#

2 P’s of Success◦Persistence (6.1 contacts) and Presence

E.A.R◦Enter – Analyze – React

• Running Clubs• Medical Supply Stores• Fire Departments• First Aid Squads• YMCA• Rehabilitation Centers• Senior Daily Care Centers• Senior Nursing Homes• Hospitals• Senior Centers• Chamber of Commerce(s)• Etc…

• Physicians• Physical Therapists• Weight Loss Centers• Shoe Stores• Pedorthists• Sports Stores• Pharmacies• School Nurses• Athletic Trainers• Schools• Health Clubs and

Fitness Centers

Develop a practice website www.TeamHedgeHog.com

Create or claim business listings Google Places (Google+) Yahoo Local Bing Local Yelp Listing (biz.yelp.com)

Develop your social media network

Twitter, Facebook, Google+, YouTube, etc Hootsuite (www.hootsuite.com)

Make sure blog is built into your website

At least 1x per week; 400+/- words

Follow these six rules when writing your blogs:

1. Use layperson’s terms (words the public would use in internet searches)

2. Current event3. Include geographic location(s) in your blog4. Hyperlink within your blog5. Use the physician(s) name6. Use the practice name

www.footdoctorsnj.com/blog/

www.syracusepodiatry.com/blog/

www.practiceXeleration.com

“Master the Front Office” Answering the Phones

Interpersonal Communication

Dealing with Difficult Patients

Communicate Your Observations to Your Office Manager/Doctors

Form given to each patient (that does not have email address on file) at check-in

E-NewslettersNew Patient EmailsE-AnnouncementsEtc.

And best of all, it’s FREE for now!!!

Recall patients to the practice after a period of time◦Diagnosis specific (ICD-9/10 Code)◦Treatment specific (CPT Code)◦Should be based on “date of last

visit”Campaigns should be “drip

campaigns”, and most effective to do via snail mail

Heel Pain (ICD-9/10)Diabetes (ICD-9/10)Orthotics (CPT)General (ICD-9/10)Fungal Toenails {specifically for

toenail fungus laser} (ICD-9/10)

www.blueorchidmarketing.com

Cindy Pezza, PMACcindy@pinnaclepa.com

"Success comes before work only in the dictionary." - Anonymous