An Integrated Approach to Marketing Orthopedic and Neuroscience Service Lines

An Integrated Approach to Marketing Orthopedic and Neuroscience Service Lines offers a unique perspective based on the authors' extensive experiences in both the marketing and orthopedics industries. Coauthors William K. Cors, MD, MMM, FACPE, and Frederick J. Barnes, MD, FAAOS, FACS, bring senior hospital and healthcare system management experience, and Michael Gilpin and Patrick T. Buckley, MPA, bring extensive experience as healthcare marketing professionals. Brought together, these authors provide unique composite insight from three different perspectives: physician, consultant, and practitioner. In a clear and succinct style, this resource outlines the key marketing fundamentals and strategies critical for building and growing an accomplished, integrated orthopedic service line in the 21st century.

Blending the perspective of two physicians and two marketing healthcare professionals, this book:

- Provides a detailed road map for marketing and promoting today's integrated orthopedics and neurosciences service line
- Brings together best marketing practices with best clinical practices
- Explains why the customer's point of view must be your marketing point of view
- Outlines why marketing must be a collaborative, ongoing activity that involves the entire organization

View the Table of Contents:

Chapter 1: The Changing Landscape
Chapter 2: When Marketing and Operations Become the Experience
Chapter 3: Marketing Intelligence and Intelligent Marketing: Effectively Using Market Information
Chapter 4: Positioning and Branding Your Service Line
Chapter 5: Blueprint Your Investment: The Ortho/Neuro Marketing Plan
Chapter 6: Marketing Communications and Promotion
Chapter 7: Mirror-Mirror: Internal Marketing
Chapter 8: A Peek Into the Future: Marketing Orthopedics and Neuroscience