Kinn’s chapter 26: Medical Practice Marketing and Customer Service km

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Branding
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The process involved in creating a unique name and image in the customers mind, mainly through advertising campaigns with a consistent theme
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Marketing
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The process or technique of promoting, selling, and distributing a product or service
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Objective
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Something toward which effort is directed; aim, goal, or purpose of action
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Outreach
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The process of using marketing and education strategies to reach and involve diverse audiences through the use of key messages and effective programs
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Prosthetic
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The surgical or dental specialty concerned with the design, construction, and fitting of prostheses which are artificial devices that replace missing parts of the body
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Tangible
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Capable of being appraised at an actual or approximate value; capable of being precisely identified or realized by the mind
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Target Market
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A specific group of individuals toward whom the marketing plan is focused
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What is a marketing strategy designed to do?
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Promote the services offered by the organization and encourage new business.
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When is an excellent time to brainstorm about reaching target markets?
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At staff meetings
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What is a good way to solicit patient input?
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A suggestion box
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If the patient leaves his or her name on the suggestion form, a good customer service tactic is to?
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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
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What are the four P’s of marketing?
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Product, placement, price, and promotion
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When developing a plan for marketing what specific steps are used? (Think a.r.p.e.e)
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Assessment, research, planning, execution, evaluation
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___________ are a good way to promote the services offered by the clinic, resulting in name recognition and increasing public visibility
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Health fairs
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How does advertising and public relations differ?
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-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.
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Many medical offices use ______ to market the practice and improve customer service. eg; Sending birthday cards, automated call distribution
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Communications tools
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Some physicians hold an _____ when the new facility opens
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Open house
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What is one of the most prevalent fears in the U.S.?
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Speaking in public
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All public speaking is _____
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Persuasive
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______ underlies all persuasion
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Credibility
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To motivate the audience, the speaker must do the following:
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-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 -Rehearse the presentation repeatedly
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Never begin a presentation with a(n) ______
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Apology
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Greeting as many of the guests as possible before the presentation helps develop a _______ and may reduce anxiety
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Rapport
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When preparing a presentation, what are some of the questions that should be answered?
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Who is the audience? What are the key points? When is the presentation? How long is the presentation? What are the physical surroundings?
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When designing presentation content, what are some of the things that you should remember?
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-Use bulleted points consistently -Select visuals that deal with the subject -Choose the most readable font (at least 24 pt.) -Use hyperlinks effectively -Rehearse narration
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One of the most popular and beneficial marketing tools for the physician is a ______
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Professional Web site
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What are the four basic steps involved in building a Web site for a medical practice?
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-Define the object of the Web site (physician’s goals) -Design the pages -Locate a Web server to which the pages can be uploaded -Upload the pages to the server
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Social media is sometimes called?
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(CGM) consumer-generated media
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The best way to increase the number of patients in a medical office is through?
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Word of mouth
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Patients expect to be treated according to what?
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The Golden Rule
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What are external customers?
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Patients, their families and friends, and visitors to the office
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What are internal customers?
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Employees and staff members of the facility

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