Video Archives

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

Posted by Neil H. Baum, MD | Apr 2021

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.

Pathologist’s Perspective on Focal Therapy

Posted by M. Scott Lucia, MD | Apr 2021

M. Scott Lucia, MD, Professor and Vice Chair of the Department of Pathology and Director of Anatomic Pathology of the Prostate Diagnostic Laboratory at the University of Colorado Anschutz Medical Campus (CAMC) School of Medicine reviews study data to help physicians decide which biopsy route is best when selecting patients for focal therapy. Using results from the SEER, PROMIS, and PRECISION studies, among others, he argues that TRUS biopsies are insufficient and miss too many high-grade tumors, while TTMP plus mpMRI guided biopsy appears to provide the most accurate results.

Endoscopic Challenges in the Renal Transplant Patient

Posted by Wesley A. Mayer, MD | Apr 2021

Wesley A. Mayer, MD, outlines common urologic complications of renal transplant patients and discusses surgical options and endoscopic strategies to build confidence in managing these patients. Some of the urologic complications for renal transplant patients include ureteral strictures and urolithiasis. Dr. Mayer discusses using endourologic treatment, ureteroscopy, and PCNL to treat these complications. He discusses that there are more kidney donors accepted with stones and how to select patients for these transplants. He explains that ex vivo ureteroscopy is a safe, quick, and relatively straightforward and effective management option for donor kidneys with stones. He suggests working with an endourologist in complex cases.

Using the Level 2 Next Generation Sequencing Report for Recurrent UTI Patients

Posted by Ryan J. Malone, MD | Apr 2021

Mark N. Painter, CPMA, managing partner of PRS Consulting LLC, the CEO of PRS Urology Service Corporation, the Vice President of Coding and Reimbursement Information for Physician Reimbursement Systems, Inc., and CEO of Relative Value Studies, Inc., discusses changes to Medicare billing in 2021, covering HIFU (high intensity-focused ultrasound) and detailing how the procedure is reimbursed. He details how the new CPT code for 2021, code 55880, is used for ablation of malignant prostate tissue, transretally approached, using high intensity-focused ultrasound (HIFU) and ultrasound guidance. Mr. Painter details how Medicare has set up facility payments: HIFU can only be billed once per date of service, and many Medicare carriers still consider HIFU as a non-covered service. Also, if the HIFU is done at a non-participating facility, it becomes patient responsibility. The new code does not allow for co-surgeons or assistant surgeons. He points out that there is an established fee schedule for facilities and appropriate values for the code, and advises to look at coverage rules and to keep an eye on individual carriers to see whether they will follow NGS moving forward or not. Mr. Painter also advises to check with each payer before providing this service to find where coverage is, where patient responsibilities lie, and to juggle that with your charges and reimbursement activity.

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

Posted by Neil H. Baum, MD | Apr 2021

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.