Question
What are the most effective and important issues to address when marketing to physicians?
Answer
I think the two most important requirements are enthusiasm and commitment. Physicians are busy and get inundated with new things they need to relate to all the time. They are under heavy pressure by HMOs and are not looking for more functions to add to the office load. You therefore need some persistence in order to get through to them. However, they also increasingly accept their role within preventative medicine and understand the benefit of non-physician providers as resources in coping with that job. I think it is important for an audiologist to position him/herself as an auxiliary resource that can actually assist the PCP in doing a good job and not as someone who wants to sell something. Most physicians have never received much education about treatment and consequences of hearing loss, and a good place to start is by calling their attention to the general health benefits of amplification e.g. from the NCOA study. Another good way to start is by referring to ''common patients''. I believe in sending ''dear doctor letters'' routinely to all PCP and this could be another entry point asking the doctors how they prefer to receive the information, do they only want the short summary text, do they want the audiogram, etc. In the end it all boils down to establishing the personal relationships, doctors refers to people they know and trust. The information sent to them should be timely and consistent, they really appreciate that - often the patient comes back to them before they have had any information back from specialists or other provider.
BIO: As Vice President of Marketing for Oticon, Inc., Peter Mark, M.D., has been instrumental in the development of the company's Human Link philosophy and in the global launch of DigiFocus and Digilife. Dr. Mark is the author of numerous articles and has lectured extensively on communications and marketing for health care professionals, especially on subjects pertaining to end user empowerment. Prior to joining Oticon, Dr. Mark was a practicing physician and also worked with several global pharmaceutical companies.
1https://www.audiologyonline.com/audiology-ceus/course/art-reflection-in-audiology-using-36635The Art of Reflection in Audiology: Using the Ida Institute Reflective Journal in your daily practiceHow can reflective practices help hearing care providers become mindful of the gap between the intention clinicians have to make appointments person-centered, and the reality of implementing person-centered care in daily clinical practice? What are the benefits of setting aside time to reflect? In this session, we will introduce self-development tools for analysis and reflective practice, including ethnographic videos and the Reflective Journal, which will help clinicians to understand their patients’ needs and preferences, as well as their own professional development needs, to improve the outcomes of appointments.auditory, textual, visual
How can reflective practices help hearing care providers become mindful of the gap between the intention clinicians have to make appointments person-centered, and the reality of implementing person-centered care in daily clinical practice? What are the benefits of setting aside time to reflect? In this session, we will introduce self-development tools for analysis and reflective practice, including ethnographic videos and the Reflective Journal, which will help clinicians to understand their patients’ needs and preferences, as well as their own professional development needs, to improve the outcomes of appointments.
2https://www.audiologyonline.com/audiology-ceus/course/communication-partners-in-hearing-care-35627Communication Partners in Hearing CareThe involvement of family and communication partners in healthcare is a well-established element of person centred care. This course will describe the important roles that communication partners play, explore the impact of hearing loss on family members, and identify practical tools that audiologists can use to involve them in the hearing care journey.auditory, textual, visual
The involvement of family and communication partners in healthcare is a well-established element of person centred care. This course will describe the important roles that communication partners play, explore the impact of hearing loss on family members, and identify practical tools that audiologists can use to involve them in the hearing care journey.
3https://www.audiologyonline.com/audiology-ceus/course/applying-person-centered-care-pcc-35883Applying Person-Centered Care (PCC) in the AppointmentWhat does it mean to adopt a holistic approach to hearing care? And how do we communicate with our patients in a person-centered manner? In this course, we will introduce the Four Habits model and describe the key communication tasks in applying person-centered care in hearing care appointments.auditory, textual, visual
What does it mean to adopt a holistic approach to hearing care? And how do we communicate with our patients in a person-centered manner? In this course, we will introduce the Four Habits model and describe the key communication tasks in applying person-centered care in hearing care appointments.
4https://www.audiologyonline.com/audiology-ceus/course/implementing-person-centered-care-in-35478Implementing Person-Centered Care in Daily Practice: The Ida Institute Change GuideGetting teams onboard with change can be challenging. This course introduces clinical leads and managers to the Ida Change Guide, an enjoyable and easy-to-use process for involving their teams in the change journey and implementing person-centered care in their clinic.auditory, textual, visual
Getting teams onboard with change can be challenging. This course introduces clinical leads and managers to the Ida Change Guide, an enjoyable and easy-to-use process for involving their teams in the change journey and implementing person-centered care in their clinic.
5https://www.audiologyonline.com/audiology-ceus/course/future-connected-hearing-healthcare-33703The Future of Connected Hearing HealthcareRapid advances in connected health care in general are now entering the realm of hearing care. These changes in the hearing health care environment have the potential to bring great advantages in both patient care and practice growth. In this presentation, we will walk through some of the new horizons and terminology that is now becoming part of our field and provide a perspective on the opportunities.auditory, textual, visual
Rapid advances in connected health care in general are now entering the realm of hearing care. These changes in the hearing health care environment have the potential to bring great advantages in both patient care and practice growth. In this presentation, we will walk through some of the new horizons and terminology that is now becoming part of our field and provide a perspective on the opportunities.
