The document discusses the importance of marketing for healthcare practices, noting that while word-of-mouth and yellow pages were once sufficient, practices must now leverage various digital channels and data to promote their services, specialties, quality outcomes and efficiency to patients, providers, payers and care networks in order to succeed amid current delivery models and data availability. It emphasizes developing a clear message about a practice's unique value proposition and targeting the right audiences.

1. William F. Cockrell FACMPE

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

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

5. Historical
 Word of Mouth
 Relatives
 Friends
 Newspaper
 New Physician Announcement
 Yellow Pages

6. Business Card Sample

7. Historical
 The Rules
 Don’t talk about yourself (brag)
 Don’t Talk About Anyone Else
 Just the Facts – Name, Address, Phone, etc.

9. Current – Primary Care
 What
 Your Sweet Spot
 Services
 Diagnostics
 Sub Specialties
 Other (pharmacy, etc.)
 Accessibility
 Location
 Parking
 Patient Focus
 Medical Home
 Patient Satisfaction

10. Current – Primary Care
 How
 Print
 Paper
 Magazines
 Special publications
 Mail
 Direct Mail
 Targeted
 New Residents
 Other
 Social Media
 Other

11. 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

12. Current – Specialists
 Patient
 What
 Your Sweet Spot
 Services
 Diagnostics
 Sub Specialties
 Other (pharmacy, etc.)
 Accessibility
 Location
 Parking
 Patient Focus

13. Current – Specialists
 Market To:
 Current Patients
 New Residents
 Other
 How
 Paper
 Education
 Social Media

14. Current – Primary Care and
Specialty
 Payers
 Outcomes
 Efficiency
 Patient Satisfaction

15. Internet Example
website 360 Facebook

17. 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?

18.  Why Not The Best
 BCBS
 Medicare

19. Physician Compare
Physician Compare

20. MGMA 2011

22. Now and Future - Summary
 Key Elements
 Data
 Quality
 Satisfaction
 Efficiency
 Deliver the Message To:
 Patients
 Other Providers
 Payers
 Networks

23. Now and Future - Summary
 Key Elements
 Practice Details
 What Makes You Special
 What’s Your Target
 Age
 Sex
 Location
 Census data
 Education

24. William F. (Bill) Cockrell FACMPE
Cockrell and Associates, LLC
(205) 208-0010
bcockrell@caahms.com