PILLAR I--LOVE THE ONES YOU'RE WITH:KEEPING THE PATIENTS YOU ALREADY HAVE
Chapter 1--Giving Your Practice a Checkup
Chapter 2--Mystery Shop 'Til You Drop
Chapter 3--Don't Be Late for a Very Important Date
Chapter 4--Identifying Moments of Truth
Chapter 5--If Domino's Delivers, So Can We
Chapter 6--Your Reception Area Is Your Opportunity To Create a Good First Impression
Chapter 7--Improve Patient Compliance--Provide Medication Information
Chapter 8--Marketing on 10 Minutes a Day
Chapter 9--Different Strokes for Different Folks:Dealing with Demanding Patients
Chapter 10--Track Your Oldies and They Will Become Goodies
Chapter 11--Resurrecting Records: A Transfer Request Does Not Mean Good-Bye
Chapter 12—Build the Evidence . . . And They Will Come
Chapter 13--Leave a Paper Trail . . . That Leads to the Bottom Line
Chapter 14--Stuffers Soften the Bite of the Bill
Chapter 15--A Picture is Worth a Thousand Words: Creating Office Videos
Chapter 16--Need More Patients? Brochures Are the Cure
PILLAR II--EXTERNAL MARKETING: ATTRACTING NEW PATIENTS TO YOUR PRACTICE
Chapter 17--Your Net Worth Is Related to Your Network
Chapter 18--There's Strength in Numbers When You Start a Support Group
Chapter 19--Marketing to Ethnic Communities
Chapter 20--Closing the Generation Gaps: Marketing to Boomers and Seniors
Chapter 21--Write that Masterpiece--and Send It to the Lay Press
Chapter 22--Nothing Does It Better . . .Than a Newsletter
Chapter 23--Follow the Yellow Page Road
Chapter 24--Care and Feeding of Your Website:Learning To Love Spiders and Crawlers
Chapter 25--One Small Click for Your Patients, One Giant Leap for Your Practice!
Chapter 26--Creating Powerful Presentations through Public Speaking
Chapter 27--Make Slides That Sizzle
Chapter 28--Meet the Press: Create Credibility through Celebrity
Chapter 29--Become an Instant Expert: Write the Book
PILLAR III--MOTIVATING YOUR STAFF
Chapter 30--Go for the Goal: How To Create Team Spirit
Chapter 31--Add Sparkle to Your Staff Meetings
Chapter 32--Reach Out and Touch Someone: The Telephone Is the Lifeline of Your Practice
Chapter 33--Break Bread and Break the Ice: Start a Lunch-and-Learn Program and Referrals from Colleagues Will Follow
Chapter 34--A Match Made in Heaven: Hiring the Perfect Employee for Your Practice
PILLAR IV--COMMUNICATING WITH OTHER PHYSICIANS, OTHER PROFESSIONALS, AND MANAGED CARE PLANS . . . . . . . . . . . . . .
Chapter 35--How To Obtain and Maintain Physician Referrals: It Takes Patience, Persistence, Politeness, and Prompt Reporting . . . . . . . . . . . .
Chapter 36--Generating Referrals from Nontraditional Sources
Chapter 37--Avoid Managed Care Paralysis: Conduct a Practice Analysis
Chapter 38--Deselection: A Game of Musical Chairs
Chapter 39--How To Be a Darling of the Managed Care Plans
Chapter 40--Make the Hospital Your Marketing Ally, Not Your Adversary
Chapter 41--Big Can Be Better: Marketing for Large Groups and Multispecialty Group Practices
Chapter 42--Birds Do It, Bees Do It, Even Ivory Tower Doctors Do It
PILLAR V—FROM PILLAR TO POST: BEST USE OF CONSULTANTS, TECHNOLOGY, AND TIPS TO ASSURE YOUR MARKETING SUCCESS
Chapter 43—Electronic Medical Records to the Rescue
Chapter 44—Let Technology Simplify Your Life
Chapter 45—Marketing in the Wake of HIPAA: Compliance Shows Patients
Chapter 46—Banish the Malpractice Blues
Chapter 47—Looking for Love in All the Right Places: How to Recruit Quality Candidates
Chapter 48--A New Revenue Resource: Clinical Research
Chapter 49--Market Your Expertise As an Expert Witness
Chapter 50--Do Niche Marketing As a Super Specialist
Chapter 51--Giving Our Patients a FedEx Experience
Chapter 52--Hiring a Marketing Consultant
Chapter 53--Medicine, Marketing, and Mirth: Having Fun with Your Medical Practice
Chapter 54--Lagniappe (Something Extra)
Chapter 55--Getting Started: The Secrets of Marketing Success
