William F. Cockrell FACMPE
About Me
 Started in Healthcare Management in 1981
 Active in MGMA
 FACMPE
 Started my company in 2007
 Full time in ...
Is Marketing Necessary?
 “Marcus Welby, MD”
 “Private Practice”
 “Becker”
 Etc.
Historical
 Word of Mouth
 Relatives
 Friends
 Newspaper
 New Physician Announcement
 Yellow Pages
Business Card Sample
Historical
 The Rules
 Don’t talk about yourself (brag)
 Don’t Talk About Anyone Else
 Just the Facts – Name, Address,...
Current – Primary Care
 What
 Your Sweet Spot
 Services
 Diagnostics
 Sub Specialties
 Other (pharmacy, etc.)
 Acce...
Current – Primary Care
 How
 Print
 Paper
 Magazines
 Special publications
 Mail
 Direct Mail
 Targeted
 New Resi...
Current - Specialists
 Primary Care
 What
 Your Sweet Spot
 Specialty focus only (PCPs keep their patients)
 Report t...
Current – Specialists
 Patient
 What
 Your Sweet Spot
 Services
 Diagnostics
 Sub Specialties
 Other (pharmacy, etc...
Current – Specialists
 Market To:
 Current Patients
 New Residents
 Other
 How
 Paper
 Education
 Social Media
Current – Primary Care and
Specialty
 Payers
 Outcomes
 Efficiency
 Patient Satisfaction
Internet Example
website 360 Facebook
Now and Future
 Do it yourself because others are doing it for you
 You have control over your information
 Others use ...
 Why Not The Best
 BCBS
 Medicare
Physician Compare
Physician Compare
MGMA 2011
Now and Future - Summary
 Key Elements
 Data
 Quality
 Satisfaction
 Efficiency
 Deliver the Message To:
 Patients
...
Now and Future - Summary
 Key Elements
 Practice Details
 What Makes You Special
 What’s Your Target
 Age
 Sex
 Loc...
William F. (Bill) Cockrell FACMPE
Cockrell and Associates, LLC
(205) 208-0010
bcockrell@caahms.com
Marketing for primary care and specialty providers   decatur al mgma
Marketing for primary care and specialty providers   decatur al mgma
Marketing for primary care and specialty providers   decatur al mgma
Marketing for primary care and specialty providers   decatur al mgma
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Marketing for primary care and specialty providers decatur al mgma

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Marketing for primary care and specialty providers decatur al mgma

  1. 1. William F. Cockrell FACMPE
  2. 2. About Me  Started in Healthcare Management in 1981  Active in MGMA  FACMPE  Started my company in 2007  Full time in 2010  Cockrell and Associates, LLC  Strategic planning and Marketing  Operations and EMR Implementation  Human Resources  Data  Patient Centered Medical Homes (PCMH) and Other New Delivery Models
  3. 3. Is Marketing Necessary?  “Marcus Welby, MD”  “Private Practice”  “Becker”  Etc.
  4. 4. Historical  Word of Mouth  Relatives  Friends  Newspaper  New Physician Announcement  Yellow Pages
  5. 5. Business Card Sample
  6. 6. Historical  The Rules  Don’t talk about yourself (brag)  Don’t Talk About Anyone Else  Just the Facts – Name, Address, Phone, etc.
  7. 7. Current – Primary Care  What  Your Sweet Spot  Services  Diagnostics  Sub Specialties  Other (pharmacy, etc.)  Accessibility  Location  Parking  Patient Focus  Medical Home  Patient Satisfaction
  8. 8. Current – Primary Care  How  Print  Paper  Magazines  Special publications  Mail  Direct Mail  Targeted  New Residents  Other  Social Media  Other
  9. 9. Current - Specialists  Primary Care  What  Your Sweet Spot  Specialty focus only (PCPs keep their patients)  Report turn around time  Outcomes  Cost  Efficiency  How  Education  Social Media
  10. 10. Current – Specialists  Patient  What  Your Sweet Spot  Services  Diagnostics  Sub Specialties  Other (pharmacy, etc.)  Accessibility  Location  Parking  Patient Focus
  11. 11. Current – Specialists  Market To:  Current Patients  New Residents  Other  How  Paper  Education  Social Media
  12. 12. Current – Primary Care and Specialty  Payers  Outcomes  Efficiency  Patient Satisfaction
  13. 13. Internet Example website 360 Facebook
  14. 14. Now and Future  Do it yourself because others are doing it for you  You have control over your information  Others use data from other sources  BCBS  HealthGrades  Medicare – Physician Compare  Delivery Models  RCO  ACO  It’s All About DATA and everyone can get parts of it  But who interprets it?
  15. 15.  Why Not The Best  BCBS  Medicare
  16. 16. Physician Compare Physician Compare
  17. 17. MGMA 2011
  18. 18. Now and Future - Summary  Key Elements  Data  Quality  Satisfaction  Efficiency  Deliver the Message To:  Patients  Other Providers  Payers  Networks
  19. 19. Now and Future - Summary  Key Elements  Practice Details  What Makes You Special  What’s Your Target  Age  Sex  Location  Census data  Education
  20. 20. William F. (Bill) Cockrell FACMPE Cockrell and Associates, LLC (205) 208-0010 bcockrell@caahms.com
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