Neil H. Baum, MD, presented “One-Page Marketing Plan for a Urology Practice (Part 1 of 3)” for the Grand Rounds in Urology audience in April 2021.
How to cite: Baum, Neil H. “One-Page Marketing Plan for a Urology Practice (Part 1 of 3)” April 2021. Accessed Nov 2024. https://grandroundsinurology.com/one-page-marketing-plan-for-a-urology-practice-part-1-of-3/
One-Page Marketing Plan for a Urology Practice (Part 1 of 3) – Summary:
Grand Rounds in Urology Contributing Editor Neil H. Baum, MD, Professor of Urology at Tulane Medical School, presents a one-page marketing plan for urology practices in part one of a three-part series. Most doctors and office managers are untrained in the marketing skills necessary to develop and execute a successful plan, and consultants are not always worth the hype. Dr. Baum discusses the first three components that are key to creating a marketing plan: identifying the target market, messaging to that target market, and utilizing relevant social media tools. He advises doctors to clarify their unique service proposition, focus on what they enjoy doing, and assess the potential profitability of their proposed target market. Next, he offers tips for developing a brand, such as building on positive online reviews and distinguishing the practice through effective messaging. Ultimately, a compelling marketing plan tells a potential patient why they will prefer one practice over a competitor before they arrive for their first appointment. Finally, Dr. Baum looks at using social media and analytics to both reach the target market and measure the success of the campaign.
For more commentary on practice management and telemedicine from Dr. Baum, visit his Improving Your Urology Practice page.
ABOUT THE AUTHOR
Neil H. Baum, MD, is a Clinical Professor of Urology at Tulane Medical School in New Orleans, Louisiana. He is also a retired urologic surgeon. Additionally, Dr. Baum serves as the Medical Advisor to Vanguard Communications Group. Dr. Baum is the author of Marketing Your Clinical Practice - Ethically, Effectively, and Economically, which is in its 4th edition, has sold over 175,000 copies, and has been translated into Spanish. He also wrote The Complete Business Guide to a Successful Medical Practice, which was published in 2015. Dr. Baum was the columnist for American Medical News for more than 25 years. Dr. Baum also wrote the popular column, “The Bottom Line,” for Urology Times for more than 20 years. He is a requested speaker each year to the Practice Management Seminar for the American Urological Association (AUA), where he discusses techniques for making urology practices more efficient and more productive. He has written more than 9 books on practice management and over 250 peer-reviewed articles on various urologic topics. Dr. Baum is also the medical advisor to Vanguard Communications Group.
