question

Branding

answer

The process involved in creating a unique name and image in the customers mind, mainly through advertising campaigns with a consistent theme

question

Marketing

answer

The process or technique of promoting, selling, and distributing a product or service

question

Objective

answer

Something toward which effort is directed; aim, goal, or purpose of action

question

Outreach

answer

The process of using marketing and education strategies to reach and involve diverse audiences through the use of key messages and effective programs

question

Prosthetic

answer

The surgical or dental specialty concerned with the design, construction, and fitting of prosthesis which are artificial devices that replace missing parts of the body

question

Tangible

answer

Capable of being appraised at an actual or approximate value; capable of being precisely identified or realized by the mind

question

Target Market

answer

A specific group of individuals toward whom the marketing plan is focused

question

What is a marketing strategy designed to do?

answer

Promote the services offered by the organization and encourage new business.

question

1.) Assess what has been done in the past 2.) Evaluate what is being done now to increase patient flow 3.) Decide which objectives are important and how meeting these objectives will be measured 4.) Develop a plan with various means of marketing the practice and a specific methodology for implementing each phase These are the four steps generally followed when preparing to do what?

answer

Implement or change medical marketing strategies

question

The art of creating and maintaining a brand in the marketplace is called what?

answer

Brand management

question

They reduce perceived risk -For status -People refer more often and more passionately to a brand that they like and trust -You can build and accelerate your reputation through branding -You can attract more of the cases you like through branding -It will give you a competitive advantage -A branded practice will be worth more than a nonbranded practice These are the__________

answer

Seven reasons to brand a medical practice

question

What is the target market?

answer

The group or groups of individuals the office wants to reach

question

When is an excellent time to brainstorm about reaching target markets?

answer

At staff meetings

question

What is a good way to solicit patient input?

answer

A suggestion box

question

If the patient leaves his or her name on the suggestion form, a good customer service tactic is to?

answer

Reward the patient for the suggestion. eg; mail the individual a coupon for a free lunch at a local restaurant or a free car wash at a local detailing shop

question

Not many years ago, advertising about the physician and his services was considered completely unethical. True or false?

answer

True

question

What are the four P's of marketing, in order?

answer

Product, placement, price, and promotion.

question

4 P's; Product

answer

A physician's office offers medical services as a product.

question

4 P's; Placement

answer

Placement involves the actual location of the medical office. Placement can greatly influence the traffic of the facility.

question

4 P's; Price

answer

Price is simply the amount of money charged for good services provided.

question

4 P's; Promotion

answer

Promotion refers to the methods used to get the product of services of the consumers (or in the case of the medical office, to patients)

question

What are the steps that a facility might use for marketing strategies, and any other ideas the physician would like to implement? (Think a.r.p.e.e)

answer

Assessment, research, planning, execution, evaluation.

question

Explain the steps for developing a plan for marketing

answer

Assessment is the phase of planning in which the problem or goals are reviewed. Research allows the physician or office manager to investigate the needs of the target market and then decide what the medical office can do to meet those needs. Planning of the concept follows, and once a firm plan is in place, it is executed. Afterward, the participants evaluate what went well and what problems occurred so that future efforts will be even more successful

question

Some physicians sponsor ________

answer

Little league football teams, baseball teams, or bowling leagues

question

Many physicians or staff have charities that they support annually, or they may participate in what?

answer

United Way activities, which distribute funds to many different types of worthy organizations through payroll deductions

question

___________ are a good way to promote the services offered by the clinic, resulting in name recognition and increasing public visibility

answer

Health fairs

question

How does advertising and public relations differ?

answer

Advertising involves creating or changing attitudes, beliefs, and perceptions by influencing people with purchased broadcast time, print space,or other forms of written and visual media. Public relations is a similar field but relies more on news broadcasts or reports, magazine or newspaper articles, and radio reports to reach the audience.

question

Many medical offices use ______ to market the practice and improve customer service. eg; Sending birthday cards or holiday cards out to patients.

answer

Communications tools

question

What is automated call distribution?

answer

When a computer dials multiple numbers at the same time and plays a recorded message.

question

What is a good way to increase public knowledge about the facility?

answer

Providing business cards for all employees

question

Some offices offer _____ for patient referrals from the staff or other patients

answer

Incentives

question

Some physicians hold an _____ when the new facility opens

answer

Open house

question

What is one of the most prevalent fears in the U.S.?

answer

Speaking in public

question

All public speaking is _____

answer

Persuasive

question

______ underlies all persuasion

answer

Credibility

question

Who wrote "presenting to win: the art of telling your story"

answer

Jerry Weissman

question

What does Jerry Weissman call persuasion?

answer

"Audience advocacy" by which he means the ability to view the self, a company, a story, or a presentation through the eyes of the audience.

question

To motivate the audience, the speaker must to the following:

answer

Know the audience, Research the audience to know their needs and what they care about and what they want to know, Link all presentation information to the audience's needs, Know the purpose of the presentation, and Rehearse the presentation repeatedly

question

Never being a presentation with a(n) ______

answer

Apology

question

Greeting as many of the guests as possible before the presentation helps develop a _______ and may reduce anxiety

answer

Rapport

question

When preparing a presentation, what are some of the questions that should be answered?

answer

Who is the audience? What are the key points? When is the presentation? How long is the presentation?

question

When designing presentation content, what are some of the things that you should remember?

answer

Use bulleted points consistently. Use white space between bullets. Choose the most readable font. Use hyperlink effectively. Rehearse narration.

question

One of the most popular and beneficial marketing tools for the physician is a ______

answer

Professional Web site

question

What are the four basic steps involved in building a Web site for a medical practice?

answer

Define the object of the Web site. Design the pages. Locate a Web server to which the pages can be uploaded. Upload the pages to the server.

question

Most people will not wait longer than _____ seconds for a web page to load before clicking elsewhere,

answer

10

question

Social media is sometimes called?

answer

(CGM) consumer- generated media

question

-Helathranker -Organized Wisdom -Peoples MD -Group Loop These are just some of?

answer

Social networking sites of interest to medical assistants

question

The best way to increase the number of patients in a medical office is through?

answer

Word of mouth

question

Patients expect to be treated according to what?

answer

The golden rule

question

What are external customers?

answer

Patients, their families and friends, and visitors to the office

question

What are internal customers?

answer

Employees and staff members of the facility

Chapter 26 Medical Practice Marketing and Customer Service – Flashcards

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