Creating Your Practice Identity; Developing Your Marketing Goals; Assessing Your Market Opportunities; Identifying and Targeting Patients; Building Long-Term Patient Relationships; Managing the Marketing Mix; Understanding Patient Satisfaction; Formulating Your Marketing and Business Strategy; Implementing and Controlling Your Plan; New Marketing Technologies; Marketing Your Practice for Sale; Concluding Remarks
"This is a book to study, explore, reread and, most importantly, help you learn each day on the frontline of patient care and health care business. It is the first substantive text, seeped in the science of today's MBA programs, which serves the sophisticated information needs of today's eyecare business clinician. This work is rich with solid referencing, crisply written narratives, and real-life examples. Simply put, Drs. Moss and Shaw-McMinn have delivered the new standard bearer for excellence in eyecare practice management." - From the Foreword by Barry J Barresi, OD PhD Vice President for Clinical Care and Services; Professor of Health Policy, New England College of Optometry, Boston, USA"