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Marketing the Community Oncology Practice

Increasing competition and declining reimbursements are compelling reasons to market a medical practice. Yet to community oncologists who depend strictly on referrals, marketing may seem an unnecessary expense. "Yes, referring physicians may tell patients you're the best," says Kim Woofter, practice administrator for Michiana Hematology Oncology (MHO), a 15-physician practice that serves North Central Indiana and Southwestern Michigan from seven locations. "But today's well-informed consumers will check you out online and ask their friends and neighbors."

Having been trained in evidence-based medicine, physicians may equate the success of a marketing plan with an increased number of new patients. Yet, physicians . . . [Click for More]