Quality Medical Care Forms Basis for All Marketing

I think what you want to do is do good work, said Dr. Donaldson. [As a pediatric otolaryngologist] you want to be known as being honest and ethical and doing the right thing for kids. If you do that in the pediatric world, if you give referring pediatricians an honest, scientific, evidence-based answer, and you have good outcomes, then they are going to keep sending you patients. And word of mouth will bring you patients who share your child-centered values.

Dr. Setzen reinforced the notion that optimal patient care and ensuring quality outcomes is always the basis of all practice efforts. What we’ve found with our model of unified care is that it lessens the burden on the patient, facilitates better compliance, and ultimately improves outcomes, he said.

There’s nothing better as a marketing tool than good patient results, Dr. Hopp reiterated.

ENT Today contributing writer Gretchen Henkel is coauthor, with Neil Baum, MD, of Marketing Your Clinical Practice-Ethically, Effectively, Economically, Third Edition, published by Jones & Bartlett Publishers. The Fourth Edition, now in production, will be available in August 2009.

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