Neil H. Baum, MD

Neil H. Baum, MD

Tulane University School of Medicine, Louisiana State University Medical School, Vanguard Communications Group

New Orleans, Louisiana

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.

Disclosures:

Talks by Neil H. Baum, MD

One-Page Marketing Plan for a Urology Practice (Part 2 of 3)

In the second part of his series on urology practice marketing strategies, Grand Rounds in Urology Contributing Editor Neil H. Baum, MD, Professor of Urology at Tulane Medical School, presents three elements of lead capture and conversion. For example, after giving a talk to a lay audience, Dr. Baum suggests collecting the names and contact details of these potential patients. Once these marketing leads have been captured, it is critical to nurture them through consistent follow-up. The most effective way to manage this with potential patients is by using a customer relationship management (CRM) database. While offering tokens like pens or notepads is commonplace, Dr. Baum instead recommends sending materials that distinguish the urologist or practice from competitors, such as articles that have appeared in local or national media or were published in professional journals. Finally, urologists need a conversion strategy that demonstrates their expertise to potential patients. If a doctor is a leading robotic surgeon, treats erectile dysfunction without medication or surgery, or provides other specialized services, these should be emphasized in their follow-up communication.

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One-Page Marketing Plan for a Urology Practice (Part 1 of 3)

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.

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Practice Efficiency – Same-Day Appointments

Grand Rounds in Urology Contributing Editor Neil H. Baum, MD, Professor of Urology at Tulane Medical School, touts the benefits of offering same-day appointments. He notes a recent downward trend in reimbursement rate, explains the need to increase volume of patients, and offers an implementation plan. Dr. Baum highlights two key components needed to manage same- or next-day appointments: a timely urologist and a willing staff. Front desk staff can increase appointment efficiency by preparing patients for their visit, reminding them to complete paperwork in advance, collecting fees prior to the visit, and explaining estimated costs and copays. It helps to keep a list of conditions requiring immediate care at the front desk, such as acute scrotal pain, urinary retention, and gross hematuria. Advantages of same-day appointments include improved patient satisfaction, reduction in no-shows, increased productivity, and great marketing for the practice. Dr. Baum adds that if the current appointment wait-time is two weeks or longer, creating openings in the schedule, in addition to a waitlist for earlier time slots, will allow the doctor to accommodate new patients and those in need of immediate care. While same-day appointments can initially disrupt the workflow and create stress for staff, doctors can overcome these challenges by seeking feedback, clarifying the purpose of same-day appointments, and offering monetary or verbal rewards for their staff’s flexibility.

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17 Inches: A Baseball Metaphor That Has Healthcare Implications

Grand Rounds in Urology Contributing Editor Neil H. Baum, MD, Professor of Urology at Tulane Medical School, offers advice on maintaining standards in a medical practice. He provides common examples from physician lateness to addressing after-hours patient calls for routine medication refills. Instead of “widening the plate” as the baseball metaphor goes, Dr. Baum insists that doctors must hold themselves accountable to the same standards as those they serve. For example, if a doctor is consistently late, thereby requiring staff to make excuses for them, they should consider whether they would accept such behavior from a patient. Or if a payor denies a request for a procedure or medication based on a prior authorization requirement, should the doctor continue to accept this payor knowing that they may create additional work and future delays? Dr. Baum proposes physicians maintain their standards instead of modifying their protocols or behavior to accommodate others.

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Creating a Positive First Impression for Every New Patient

Grand Rounds in Urology Contributing Editor Neil H. Baum, MD, Professor of Urology at Tulane Medical School, discusses the importance of creating a positive first impression for new patients. He outlines several examples that establish a welcoming environment beginning with the patient’s first call to the practice. Dr. Baum emphasizes that when a patient has a positive experience, it will serve as effective marketing for the practice. The receptionist has the initial opportunity to make an impression by preparing patients for their upcoming visit, directing them to educational materials online, and reminding them to both fill out demographic information in advance and to hydrate appropriately to facilitate the collection of a urine sample during their visit. When patients arrive for their appointment, it is important to be respectful of the patient’s time by minimizing their wait time. Lastly, Dr. Baum shares a unique tip to impress patients by creating a personalized introduction video for each new patient welcoming them to the practice and reminding them of any pre-appointment information.

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