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Marketing: Understanding the Modern Patient and Consumer

Abstract

Until just a few years ago, physicians tended to confuse marketing with advertising. Most physicians felt uncomfortable promoting their practices and shied away from marketing and advertising, felling that they were merely self-promotion. Times have changed. Now, marketing is considered an appropriate as well as ethical means to market and promote the modern medical practice. Physicians no longer should feel uncomfortable or embarrassed about marketing and other practice promotion efforts. Marketing can be performed in an ethical and professional fashion that is both cost-effective and not likely to cause discomfort to physicians or patients. This chapter discusses the methods and techniques available to every medical practice that wishes to endear itself to current patients while attracting new patients to the practice.

Keywords

  • Marketing and medical practice
  • Advertising and medical practice
  • Practice promotion
  • Internet and medical practice
  • Social media and medical practice

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Reference

  1. American College of Physicians and the Federation of State Medical Boards. 2013 policy paper, online medical professionalism: patient and public relationships: policy statement from the American College of Physicians and the Federation of State Medical Boards. http://annals.org/article.aspx?articleid=1675927. Accessed October 2013.

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Correspondence to Neil Baum M.D. .

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© 2015 Springer International Publishing Switzerland

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Woodcock, E.W., Baum, N. (2015). Marketing: Understanding the Modern Patient and Consumer. In: , et al. The Complete Business Guide for a Successful Medical Practice. Springer, Cham. https://doi.org/10.1007/978-3-319-11095-0_18

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  • DOI: https://doi.org/10.1007/978-3-319-11095-0_18

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-11094-3

  • Online ISBN: 978-3-319-11095-0

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