marketing for primary care and specialty providers decatur al mgma
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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?
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