Aesthetic Medicine: Growing Your Practice (2009) Tác giả: Marie Czenko Kuechel Nhà xuất bản: Thieme Medical Publishers part3

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s ti VI: h w
LEGAL WISDOM
Steven M. Harris, Esq.
T ft lawy a p y i ia a pitt agai t a t b a ft
i t i t t at xi t i p f i alliabilitylitigati . T i i a am ,
b a a p f i a m t t t , p ially w it
m t pa t i g i t b i f m i i .
u lik m i al t ai i g, l gal ati p vi a g al i l m f
ig t i t law t t t ma ya a flaw, b t b -
a t a i i f ll w ip i law, att y t btai
p i t ai i g t j b. It i ly t t at a a f t ati , i
m a , p ializati a v l p .
It i imp ta t t g iz t i y ami a t k a att y w -
ta t mpli at l gal a g lat y vi m t fa i g a t ti
g . W l ti g l, a k app p iat q ti . n i m
imp ta t t a t att y’ xp i i t pa ti la t a a ti mat-
t i w i y a ab t t gag . Pl a a t p vi t
agai , p ially t pa t t at tat , “t pa ti la t a a ti matt i
w i you are about to engage.”
If y pla t mak a mat ial mmitm t f tim a apital, t p -
t t y i v tm t by tai i g a att y at t i pti f t p .
Att y ativity a p y i ia pti a limit if t a t av b
ig a ta i g a b f xp i l a w ig
i . T a alway pti i t ig a app a t a al. K p t m
p a y a t i k a p tability f y b i pla .
A q ally imp ta t av at appli aft y tai l. r m mb ,
y att y w k f y . Alt g f i g t a vi may b p t,
y att y i a ly y b i pa t . (n t t att y a i g t i
b k: If y a b i pa t wit a p y i ia , li t p t t
t a a ti a t at i p t l i i .) T at m a t
p y i ia l mak i i aft ivi g t a vi a l f
t t a vi a lta t , a ta t , i a p f i al ,
a ba k , i a iti t lawy . d t l t a y p p
y t am mi at t i i -maki gp . r at , gat app p iat
a vi a v l p a abl , al lat t at gi .
F ll wi g t mi al y t impl l will y t v y b t p-
p t ity t v l p tiv pa t ip wit y att y a p f -
i al t am. T t will pay ab a tly.

c apt : h w d Y o ptimiz r a r lati ip ?

8
P ROF ESSIONAL STANDARDS
I a iti t i t y b i , y av g at pp t iti
t pp t a b pp t by t m i al p f i al . c ti g
wit y imm iat p i y mm ity y p ialty a p -
vi m t al pp t, ta i g, a pp t ity.
Peers Within Your Specialty W t y a a pla ti g , a -
mat l gi t, a fa ial pla ti g , t a i ivi al w a y
p ialtyi y mm ity tat , t g ati al ga izati , a
it i lik ly y will m t k w t p . Y may b a q ai t f m
t tim ft ai i gt lat p a i y p a ti . stay t t t
y lat t a i tim f bt, f a vi j t t x a g
i a , y av a i al t g p f p iali t w ta
y p a ti a t at f t all g y fa .
OtherPhysicians and Health Care Professionals W t pa t f y
p ialty mm ity, y g g ap i gi , y t ai i g, imply
t g a q ai ta , t p y i ia a alt a p f i al a b
g at t a i f mati , xp i , l a , implyt p bl m-
lv t g t .
COMP ETITORS WORKING TOGETH ER
Mark L. Jewell, MD
d i g my t a P i t f t Am i a s i ty f A t ti Pla ti
s g y i 6, I wa f l i v l pi g a aliti f -t ai
p ialty i ti t a t imp ta t t pi f i j tabl af ty. si
, AsAPs a b v y i v lv i pati t af ty i g y. Wit t
api i a i t f m ti i j tabl ( t xi a ti
ll ), I t g t t at t i wa a a a t at imila ly q i pati t af ty.
T a ma y i t p ialti t at m ti i j tabl , i l -
i g mat l gy, pla ti g y, fa ial pla ti g y, a l pla ti -
g y. T i g p i t fp a titi w av iv t ai i gi
t f m ti i j tabl . A iti ally, a g p p i a -
t ti gi al p , p i g t ai i g a p f p a ti .
ea f t -t ai g p ’ p tiv p f i al ga izati
Continued

8

s ti VI: h w
c Me-ba ati a i t ti al f m ti i j tabl . B t
t ai i g a c Me wa f t t i al matt ; t wa mi imal
mp a i pati t af ty a p .
F m ly, t wa limit i t a ti b tw p f i al i ti i
t a a f a t ti g y a m ti m i i . I wa f t at t av
v l p p alf i ip wit l a i t -t ai p ialti .
W a imila i t t i t a a f pati t af ty a i tiati f
t wit t ai i gi i j tabl f mt wit l t ai i g. T -
pt f a aliti f lik -mi p f i al i ti t p m t pati t
af ty wit i j tabl ly a m pp t, v b tw
g p t at f m ly a b a v a i . o g alwa t t t a -
f iv p g am t at wa ig t a m ga i g af i -
j tabl p a ti , b t t at t m ab t t b t t at m ti i -
j tabl av f pati t w p vi by a q ali , -t ai
i j t . c m av b i t i ally p ly i f m ga i g t
q ali ati f i j t a ta i g t at i j tabl a m i al
t atm t t at may p xp t lt , p ially w p vi
by t ai i j t .
c m ti i j tabl av p v att a tiv t p y i ia a a
way t a p a ti v . Alt g a y li p y i ia a b y
i j tabl , la , impla tabl vi , m t p y i ia la k b ta tiv
t ai i g i t i af . T i f m ti i j tabl may b i i-
m i al, i t y la k gi al t ai i g t mp iv ly a pa-
ti t . T a t a a f lat t app v i j t
i g “B t x i t mall” t w app v i j tabl f m
- v .
A aliti f -t ai p ialtyp f i al ga izati wa v l-
p byAsAPs t at i itiallyi l t Am i a A a my f Fa ialPla -
ti s g y (AAFPs), t Am i a A a my f o l pla ti a r -
t tiv s g y(Ao r s), t Am i a s i tyf A t ti Pla ti s g y,
a t Am i a s i ty f d mat l gi s g (Asd s). T i wa t
t tim t at mp ti gp f i al i ti w f li p tti g if-
f a i a w ki g t g t t a pati t af ty wit m ti
i j tabl . T m ag t at wa v l p t “d t , B a ,
saf ty.”
T i wa a ig i a t v ti w i ag m twa a i v avitalt pi :
i j t q ali ati , l gitimat p t , a t af f i j tabl .
T c aliti ’ w b it , a b ag at
f pati t ab t w i i j tabl a app v a w at q ti t y
l b t i ki g ab t w i i g m ti i j tabl t atm t .
COMP ETITORS WORKING TOGETH ER—con t’d

c apt : h w d Y o ptimiz r a r lati ip ?

8
T P y i ia ’ c aliti f I j tabl saf ty a g w t b m a
i t ati al ga izati wit t a iti ft c a a ia s i tyf A -
t ti Pla ti s g y (c sAPs) a t I t ati al s i ty f A t ti
Pla ti s g y (IsAPs). A f J ly , Asd s a t Am i a s i ty
f Pla ti s g (AsPs) av j i t c aliti . T i mp i ap-
p ximat ly 8, -t ai i j t , t la g t ga izati f it ki
i t w l .
T c aliti a b f li v l pi gat ai i g i l mf
b i at i j t , w ki g t i t p vi i fm mb p y-
i ia . A iti ally, t lat t i g f t c aliti i a mp iv
w kb k, Safety With Injectables, t at p vi a f am w k f m mb
t v l p p g am f i j tabl af ty wit i t i a li i . T
w kb k a imp ta t t pi fi f m t, ta t ai i g, i -
f ti t l, a af ty gi i g t p v t mi tak a m i ati
.
A t mb f p vi att mpti g t t i t t b i f -
m ti m i i g w t i t p ialti , it i t g p
t g t t b mp tit —pla ti g , fa ial pla ti g , ma-
t l gi t , a l pla ti g —t at will b t f t at t g t a
p t t t imag f m ti m i i a w ll a t af ty f pati t .
W t wit i y w mm ity, y tat , t ati al l v l, it
i t pi it f mp titi t at will iv p y i ia wit imila g al t p-
l a p v fai i a v y y ami ma k t.
Personal Service Professionals P y i ia i lik b i g mpa wit
ai tyli t , p al t ai , v p al t api t a l ,
a w il y a l a ly i t i t vi y p vi a y l v l
f p al p pa ati , y all p vi p al vi t at mak i -
ivi al f l b tt ab t t m lv . T lati ip a b val abl
i t ati g t w l p , i f al , imply i mpl m ti g a
t a i g ma k t i a .
Hospital Sta A t ti p y i ia ’t p m tim i t pi-
tal. ev if y p at at t pital, it i lik ly y ly t wit t
imm iat i ivi al w v y pati t . n xt tim y a i t
pital, a t— t llt g t m g y pa tm t a t.
Vi it t t ’l g a tak af wm m t t a i a implyt
mak y p k w . G t i v lv , a t will b i v lv wit

8

s ti VI: h w
y a y p a ti by f i g pati t , imply by i g m t al
pp t a vali ati .
Competitors T i m it i t ap i m, “K p y f i l
a y mi l .” T ality i t at y l k w y fai
mp tit . By am , by g iti , a tai ly wit m t al p t,
v t g y a allp i gt am g ala p t tiallyt am pa-
ti t , y al a m mm aliti —y p ialtya t i t
x l. B awa f w t ta a at y mp tit ’ ; t y may b
“ pi ” alli g vi iti g y p a ti f i f mati .
P ERSONAL INF LUENCE
Y a t al . Y t i tity a pp t f y p -
f i t y ibility a y l a a p vi f a t ti
m i i . Y y p f i al t pp t y p a ti .
Y y ta t p at y p a ti . n i g t i f am tal
t y ability t , b t w t t a a w t y will lp
y a ly b by y , ba y p al ta a
a i . Y p pa t , pa t ibli g , il , a
l f i all av a i y a a b a t t y abilityt
p a ti i imply pp ti g y g al a all g .
Y p al i i la g ly w at will i ti g i y , y p a ti ,
imag , b a , mi i , g al , mm i ati , pla , a i y
p ialty a i t w l . L k a y : W y y p -
ali , y p w t mak t i g app i y p a ti ? W
y t it? ev yw f m pati t a , t b i p ati , t
mm i ati , y m t m t at , wit i t g ity a mmitm t,
y w p al i . T t f y p a ti i y , t
p vi , a a y all t t i g m t v lv . Agai , y m t -
a i play (p a a p a ti ) wit i t g ity a mmitm t ( i -
ly a i t tly) t p w a xp tati y av a t
p vi a p p i t (t p ima y f vi a t b i
w ) f y p a ti .
W y a a a p vi i m a i gl l y a -
it f m tial t g t p ali a p-
l it.

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85
W at y p a ti i vi g y li t a pati t a -
t xi t wit t y p al i , i t tly ap-
pli .
c mm i ati wit t w l at b t b g i a
i pi wit t y p al vi i a i a a
p vi i t i ig ly p al l f a t ti m i i .
W y a t, a t ma i w i y a t, q i i -
ivi ality a a a t —y p al i .
W yy p a ti a t at t q i y p ali -
p ima ily a ba i , b t w at i m t imp ta t, t
a i v x ll .
h w t i all al i ba y p al i —
y ability t mak t i g app .
A ap vi a p p i t , y p ali i t ataly t t at t
t i g i m ti . I t at i f imply y p al b li f ,
i it f wy bl a ap allt va iabl t at t ib t
t t f y p a ti ba y b li f a xp tati ?
RELATIVE WISDOM: Wh at to Exp ect
My g a m t ta g t m at a a ly ag t v xp t m f m t
t a y a willi gt mmit t a a y t y lf. n v imp p
t ta a t at a ig t a y w l imp p y lf a
will i t tly m t at . n v ma m f m t t a y
k w y a p vi if ma f y .
It i a l gi al l , y t ft p al a p f i al ta a
a vi w f t a v l k w w i t m a p lv .
h w ig av y t t ba ? h w t w y i y
p a ti y ? d y ta , p f i al , ll ag , mp ti-
t , a pati t y i t am t m t at y w l y -
lf? d t at iti x y xp tati f y lf? o a t
t m byw i t y a y ta a l t a y mig t x-
p t? s t t ba . M a w t vi w y a j t w y fall,
if y ta tall.

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s ti VI: h w
P ARTNERS IN LIFE
Victoria Hulett-Gross
I av xp i ma y i t l v l f i v lv m t wit my ba ’
p a ti . I wa pp tiv f imt g i i y, af ll-tim a a mi
p iti , a t I w k f ll-tim i i p ivat p a ti , t t. T
ta t a alway b t at it i a y t pp t m w t ly l v
w at i i g, b t t p a ti i till a b i .
A pla ti g y p a ti i alway v lvi g, a I av m t aliz
t at it i v y m lik pa ti g, wit t p a ti b i g t “baby.” A i
pa ti g, a pa t b i g m t i g i t t t tabl , a i t p -
p tiv . ea pa t a w ak a t gt , b t mbi t yf m
a p w f l it, wit t b t i t t a i t ti f t w ll-b i g f
t baby.
It i v y lpf l t y p a ti a w ll a y lati ip f a pa t
t av a li p ip alvi w, pl a l a ta i g ft i w k-
i g f t , a , mpl y , a w. Ma y tim a pa t a
w at t t a ’t a a p a tiv lyp t t t p a titi f mt
t i g t at mig t t b vi t. W ki g i a p ’ a b a bi-
l , a a awif , m tim it a b a -wi it ati . If t a l
a f lly a i t llig tly, t i a ft a g y lati ip lt
i t “g p, ba p” y m wit mpl y . If t g al i t ly
l ki g aft t b t i t t f t p a ti a mai tai i g a alt y la-
ti ip, t t b t a vi I a giv i f b t pa t t app a t i
pa ti g by tti g a i i ati f g , a pti g t t ib ti
a a a f a t y t baby.
u ltimat ly, a a pa t i lif , I av f t at t i a b tt f ti
wit limit ay-t - ay tim i t , a t at I a b tt pp t t
p a ti wit my k wl g f m a m gl bal v vi w, t g t a a
mpl t t i . I ality, i g i g t l k aft y p a ti a
y w l , a t i p vi a mf t l v lf b t . It abl a x a g
wit t b mi g imm i t aily f t ati f w i g if m -
will v a g t t il t pap ll wit t y !
H OW ? F ULL CIRCLE
It i app p iat t at t i g i t g wi g i t p a ti f a t ti m -
i i a w m f ll i l . It b ga t b il y pla f by

c apt : h w d Y o ptimiz r a r lati ip ?

8
i g w y a a a p vi . It w m ba k t w y a , t
by tial , b t by y i a ta a a t i i g
a m t tial pa t f y pla f . Y a — t at b t
b t t g t pla i ga p a ti i gf —t g at t va iabl i
attai i g .
s lt w y tak l gitimat a app p iat va iabl a
ap t t a mpli vali bj tiv a attai ali ti g al :
. P a ti w at y a q ali t , a t at t w
a app p iat a i at .
. r g iz t p i ipl ft p a ti fm i i a t
b i f p al vi ; y m t p l b t .
. st iv t p vi val , t ly i t m b t i y
pati t’ ti xp i .
. d , w kt wa , a ti lym a y g al
a t g al f t y v .
5. c t a mm i at ti lywit y ma k t,
pati t , ta , , a p .
6. Alway k p a y y f t a t f t f t
y v a y i t y.
. u p l y w ta a a t a t ta a
f t w y .
8. Y ’t av t it al ; mp w a t t t am a
t y lf t t t .
. r g iz t at af ty i tial i a t ti m i i .
. d w t y wa t t b at t f y i t y
a p a ti , w t y a j t a li ft pi . em-
p w y w .
I F b a y , at t i vitati fd . r at saltz, I p k t t r ky
M tai s i ty f Pla ti s g a p t a talk i w i I -
t l f a t ti p y i ia i t mp titiv ma k tpla a i-

88

s ti VI: h w
t t ft i t y a li fit. Mym tap a aw m at-
t ti , a I p t at it lp y t p t i t p p tiv t ma y l -
m t f g wi g, tai i g a i g i y p a ti :
Core: Y a t tial pa t, t t f all t at xi t i
y p a ti .
Slice: Y a ap ti fapi fy p a ti , m v f m
t w l .
c i t i m tap a y p a ti t ay, a pla f t m w.
IN P RACTICE: Wh ere Am I?
T g t my a , I av a t a m t ply app iat
p alp ivil g fw ki gf a k wi gpi i a t ti m i i
a a t ti m i al vi . T m i al p ialti t at app p iat lyi -
l a t ti vi av xi t f a ; w v , t gm t -
v t t a i g f ti app a a , t t i g it, av ally ly
b g t v lv i t i w b p ialty i titi i t latt a
f t tw ti t t y.
Y a t w it a g i t i g i t p a ti f a t ti m i-
i wit t a t t w a m l f . h i t y a xp i-
, a w k w, a b a g at l . I av a t pp t ity t k w
ma y gift p y i ia . B t t av t p ivil g t l a f m a p a titi
w i im lf i i t y i a ma kabl xp i . h i my m t , al-
t g i a g , a I am t. h i a a a g wa b illia t,
a alt g l g p a ti a t ti m i i , mai a tiv i
i p f i , i ati g f t p y i ia , a i ati g t p bli .
A I am t t l i f t i b k, I t g t ab t t i xt a i a y
ma a w at wa t t f b i i a pa i , a i
w at I l a .
T l : n v b m mpla t. n v t p a ki gq ti ,
a alway i a i t a w . r mai f a kill , a
mm i at a i lya wit mpa i . n v l ig t ft fa t t at
y a ti a y i a t a g t liv f t , a
v v l k y bligati t v t w a t a t t y .
P a ti wit i t g ity a pa i a ’t pla f . Pla f x-
ll , a will alway b i ig t.

By Nicholas Kuechel and Andy Kuechel
With an introduction by Marie Czenko Kuechel
There is no time for cut-and-dried monotony.
There is time for work. And time for love.
That leaves no other time!
— GABr IEl l E BOn h EUr “COCO” Ch An El
As I was wo ki g o t is seco d editio of my book, t e eco omy was tee-
te i g. T e a gest stimu us package i U.S. isto y was e acted by Co -
g ess to stabi ize t e eco omy, wit c iticisms a d c aims of success dai y.
Docto s wo ied about w et e patie ts wou d co ti ue to seek aest etic
medici e at a time w e t ousa ds of peop e we e osi g t ei jobs, u -
d eds oft ousa ds ofmo tgages we ei fo ec osu e, t estockma ket was i
dec i e, a d ba ks we e c osi g. Eco omic expe ts p edicted a s ow, to tu-
ous ecove y.
At suc a time i ou isto y, you may questio t e e eva ce of t is book,
ed wit co cepts, de itio s, guide i es, a d a ecdotes i te ded to e p
you estab is o e a cea aest eticp acticet at wi meet you p ofessio a
a d pe so a goa s. You maybeexpecti gc ea cut so utio s, atemp ateyou
ca use to make you p actice a immediate a d gua a teed success.
But success does ’t appe t at way; t e e is o o e-size- ts-a patte fo
success. It equi esap ocessofse f-exami atio , goa -setti g, estab is i ga
i te ige t, i dividua ized busi ess mode , i i g t e ig t p ofessio a s, a d
mai tai i gac ea visio ofw yyou wa ted to p acticeaest etic medici e.
O ytwo t i gs i ife emai co sta t fo t oseofus w o wa t to succeed:
t e ove of wo k, a d t e eed fo ove i ou ives. I ove my wo k because

AFTERWORD

Afte wo d
ofmydesi e to seepeop e appya d fu ed a d becauseoft et u yamaz-
i g peop e I meet a d i te act wit dai y.
I’ve bee advised to emp oy app e tices, to t ai ot e s to my visio . But I
do ’t wa t to ma age peop e; I do ’t wa t to bui d a empi e. I’d at e
w ite a book t at I ope wi e p you. I do ’t see o measu e my success i
g owi g a busi ess by umbe s. Fo me, success ies i c a e gi g myse f,
usi g my ski s a d ew ideas to ac ieve my u timate goa : e pi g patie ts
avesafea d positive expe ie ces i aest etic medici e. Mo eove , success
fo me is bei g ab e to wo k i suc a way t at my fami y, t e oves i my
ife, ca be ea to my ea t a d my a ds at eve ypossib e mome t. To e-
mai successfu , I make time fo my wo k. But ike you, I ofte fee t e e
simp y is ’t e oug time to accomp is a t at eeds doi g; sometimes t e
time fo ove is w at is eft afte t e wo k is do e.
W et e you a e co temp ati g sta ti g, g owi g, c a gi g, o imp ovi g
you p actice o a e simp y e ecti g o ow you ca be a mo e successfu
p actitio e of aest etic medici e, I advise you to take a mome t to co -
temp ate ot just you time at wo k, but you time fo ove. W at fo ows
was w itte by my so s, n ic o as, age 11, a d A d ew, age , exp essi g
t ei ea est desi e to u de sta d w at makes adu ts wo k so a d.

W e you’ e a kid, you wo de w y adu ts wo k so muc . We k ow t at
wo ki g makes t e mo ey t at gives us ou ouse, food, a d pays fo t e
t i gs we ave, but wo ki g takes a ot of time, a d sometimes adu ts do ’t
seem to ave time fo a yt i g e se.
Ou momspe t a ot oftime w iti g e bookto e p docto s be bette doc-
to s, s e says. S e asked if we wa ted to w ite somet i g fo e book. S e
said t at sometimes kids ave impo ta t t i gs to say. We t oug t about it
a d decided t at we wou d. Ou message is about w at kids see a d fee
w e t ei pa e ts wo k, a d w y peop e w o wo k sometimes eed to
t i k ike kids.

Afte wo d

1
We seeyou w e you’ ebusy. Wesee you ta ki go t ep o e, a d sta i g
at t e compute . We do ’t see you i you o ce ve ymuc , but we wo de
w at appe s w e you’ e t e e. You do a ot of wo k at ome, a d you
wo k w e you’ e wit us. Sometimes it fee s ike you fo get t at we eed
you as muc as you wo k does.
We ope you wo k is fu , because you spe d so muc time o it. But we
eed time wit you too just to aug a d ave fu . We wa t you to e joy
time wit us as muc as you ike you wo k. You a ways te us t at we ave
wo ktoo becausewe go to sc oo a d ea . But wea so spe d timep ayi g
wit ou f ie ds o i spo ts, a d sometimes we do ot i g muc at a —
just a g out.
Kids do w at we wa t st; we a ways put o w at we do ’t wa t to do,
w ic is w y sometimes we fee ike you wa t to do you wo k a d ot do
t efu t i gs. P ayis wo k. P ayis ea i g. P ayis exe cise. n o matte ow
bad you fee , p ayi g a spo t, a game, some music, eve p ayi g wit eac
ot e ca makeyou fee bette . It ca make you smi e. Sometimes just a g-
i g out wit ot i g to do is a good t i g.
Andrew: I’makid; I eed to exp o e, ot just to g owbigge , ot just o de ,
but to g ow expe ie ce. You eed to t y ew t i gs, ew expe ie ces. l ike
w e I wa ted to go bu gee jumpi g—my dad said o; my mom said as
o g as it was safe, t at s e wou d go wit me. If you a e goi g to t y ew
t i gs, make su e you a e safe.
Nicholas: O e mo et i g: W e you fami y eeds you, stop wo ki gfo a
w i e a d pay atte tio , because fami y s ou d come st. It does ’t matte
if you wi get a ot of mo ey o if you ave a big, impo ta t meeti g. You
mig t miss out o t e most impo ta t t i g i you ife.
Eve yo e as someo e i ife w o oves t em, a d w o t ey ove. A d eve
t oug you eed to wo k, you eed ove mo e. You eed peop e mo e t a
wo k a d you eed to d t e time to be wit t e peop e you ove. Wo k
wi a ways be t e e, it does ’t go away, it seems to d you. l ove a d fu
a d ea i g, spe di g time toget e a e a ways t e e, t ey wo ’t go away
eit e . But you eed to come to t em, t ey wo ’t d you.

Afte wo d
We ope you d somet i g i ou mom’s book t at e ps you i you
wo k. We just wa t to te you t at you a e mo e t a someo e w o wo ks.
You a e someo e i a wo d of ot e peop e, of f ie ds, of fami y, a wo d
we ope is a ways o e w e e kids ca ea about wo k, ave fu at wo k
a d ea i g, a d fee oved. n o matte ifyou a eap eside t o ki g, docto
o ocksta , you avewo ka d p ay. A d w et e you a ewo ki go p ay-
i g, o matte ow muc fu , ow a d, o ow st essfu t i gs ca be,
maki got e peop e appya d bei g appywit w at you do makes you a
success.

INDEX
493
A
AAAASF; see American Association for
Accreditation of Ambulatory
Surgery Facilities
AAAHC; see Accreditation Association
for Ambulatory Health Care
Academic practice, 68
Acceptance, 289, 400-407, 469
Access to practice location
description of, 155
security considerations, 420-421
Accidents
description of, 425
response plan for, 428-429
Account numbers, 418
Accountant, 446-447
Accounting, 12
Accounting team, 446-447
Accreditation, 159-161, 468
Accreditation Association for Ambulatory
Health Care, 11, 159
Acquisition of practice location, 161-162
Actors, 339
Actresses, 339
Adjustments, 390
Administration, 10-11, 271-272, 380, 411
Adolescents, 98
Adults, 98
Adverse outcomes, 127
Advertising; see also Marketing
administration costs, 223, 225, 233
advertorials, 227, 237-238
audited circulation for, 241
billboard, 218-219
communication through, 179, 211
connections versus, 172
co-ops, 221
costs and value of
determination of, 242
for electronic media, 232-234, 236-237
for print media, 222-226
return on investment as measure of,
242
de nition of, 172
demographic market area data, 227
description of, 210
direct delivery, 221, 224-225
directories, 220
electronic media for; see Electronic
media advertising
email, 230
essentials of, 212-213
goals in, 213
growth of, 209
hybrids, 237-243
insertion costs, 223
Internet, 229-230, 232
intranet, 230
junk mail, 224
magazine, 219-220
mistakes in, 243
negotiable rates for, 224
newspaper, 219
nonaudited circulation for, 241
opportunities in, 312
outreach versus, 244
paid features, 239
paid programming, 238-239
pay-to-play, 239
personal review of, 214
podcast, 230
print media, 218-222
professionalism in, 213
programs, 220
progress reviews for, 217
radio, 228, 231, 233
range of, 211-212
red ags in, 226
special advertising sections, 238
telephone, 229
television, 228-229, 232-233, 238-239
text message, 230-231
tips for, 213-214
truthfulness in, 212
Advertising representatives, 479

494

Index
Advertorials, 227, 237-238
Aesthetic medicine, 3, 5
Aesthetic practice; see Practice
Age of patients, 34
Alarm systems, 422
Amenities, 14
American Association for Accreditation
of Ambulatory Surgery Facilities,
11, 159
American Society for Aesthetic Plastic
Surgery, 32
Announcements, 176
Anxiety, 101, 283
Applied plan/planning, 435, 447-450
Appropriate messages, 140
Arbitron, 241
Asia, 31
Assets, 442
Attitude, 140-144, 195
Audience-speci c privacy, 354
Audio, convergence, 235
Audited circulation, 241
Awareness, 100
B
Back bar, 386
Banking, 12
Barter, 385
Bedside manner, 275
Benchmarking, 361, 366
Bias, 465-466
Billboard advertising, 218-219
Billing software, 367
Blogs, 251
Blueprint, 440-441
Body dysmorphic disorder, 134
Booker, 10
Bookkeeping, 12
Borrowing, 461
Botox, 142
Brand/branding, 59-62, 214-218, 404,
437-438, 472-473
Brief messages, 181
Bulk mail, 225
Business(es); see also Facility; O ce;
Practice
changing the name of, 61
hierarchies in, 9
Business disruption clause, 158
Business models
concierge, 71
contractor, 70
corporate, 71
employee, 70
franchise, 71
medical types of, 67-69
partnership, 69-70
satellite, 70
sole proprietor, 69
supervisory, 71
time-share, 70
Business organizations, 9
Business plan, 461
C
Cable television, 228
Call to action
for clients, 199-200
incentives as form of, 201, 204
for patients, 199-201
for referral sources, 201, 203
resource, 204-207
for sta , 295
for target populations, 198-207
Calmness, 285-286
Cancellations, 377
Candidness, 145
Case-speci c privacy, 353-354
Cash, 384
Cash ow, 442
Certi cates, 418
Change, 451
Charity gatherings, 247
Checks, 384
Children, 98
Client(s)
call to action for, 199-200
conversion of, to patient, 369-371
de nition of, 28
general messages given to, 187
messages directed to, 183-185
patient and, 117
qualifying of, 364
target resources for, 42-43
Client relations, 178
Clinical cycles, 332-335
Clinical issues, 146-147
Clinical messages, 188
Clinical overload, 184-185

Index

495
Clinical photographs, 111-112
Clinical practice, 67
Clinical safety, 168
Clinical service fees, 443
Clinical support, 10
Closure of communication, 272-273
Commissions, 389
Communication; see also Messages
advertising as, 179, 211
clinical cycles and, 333
closure of, 272-273
of compliance, 177
computers for, 281
connections through, 171-173
de nition of, 171
direct, 100
displays for, 282
education through, 176
electronic media for, 231
elements of, 265
email, 279-280
of emotions, 282-286
goals of, 175-178
greetings as, 168, 269-270
in-o ce, 265-273
instant messaging, 280
interpersonal, 208, 274-277
methods of, 100
multimedia for, 281
one-to-one, 101
operational, 190
outreach e orts, 179
in planning operations, 438-439
print, 281
privacy in, 352-354
regulation of, 171
requirements for, 171-172
resource purpose of, 185-186
self-assessments, 275
with sta , 189-191, 292-295
success through, 173
targeted, 42
team members involved in, 13
telephone, 277-278
text messaging, 280
timing of, 441
tone of, 194-198
vehicles for, 178-180, 273-282
voice mail, 280
Community, connections with, 193-194
Comparative people, 284
Compassion, 145
Compensation, 18, 387-388, 445
Competition
acquiring of, 49-50
awareness of, 310, 484
direct, 45
evaluation of, 48
extended, 46
fear of, 307
identifying of, 46-48
indirect, 46
partnering between, 54-55
price-based, 52-53, 59
purchasing of, 49-50
regulations e ect on, 52
secondary, 46
target-speci c, 48
variables used for, 51-52
working with, 483-484
Complementary consultations, 113
Compliance, 177
Complimentary treatments, 387
Comprehension, 96, 115-117
Computer data, 419
Computers, 281
Concierge, 71, 85-86
Concise messages, 187-188
Connections; see also Messages
administration, 271-272
basics of, 267-273
closure, 272-273
closure of, 272-273
communication for, 171-173
with community, 193-194
creation of, 180
environment, 267-269
function, 270-271, 286-287
goals of, 175-178
greeting, 269-270
importance of, 208
making of, 174-178
marketing versus, 172
novelty for, 177
with referral sources, 299
with resources, 300
with sta , 294-295
Consent; see Informed consent

496

Index
Consultant, 10
Consultation
agenda form for, 127
complementary, 113
description of, 287
education purposes of, 108-111, 124
free, 113-114
importance of, 378
patient goals expressed in, 400
privacy in, 346-349
video used in, 348
Continuing education, 296
Contractors, 6, 18, 70
Contracts
business disruption clause in, 158
legal review of, 162
Convergence media, 234-235
Conversion, 119, 369-373, 381
Conversion equation, 370-373
Cookie-cutter branding, 62
Co-ops, 221
Core plan, 441
Core practice, 67
Core-trained specialty organizations,
481-483
Corporate business model, 71
Corporate relationships, 467-471
Cosmeceuticals, 88
Cosmetic medicine, 75-76
Cosmetic practice, 68
Cosmetic surgery, 97
Cost of treatment, 388
Costs and value
determination of, 242
of directories, 256-258
of electronic media, 232-234, 236-237
of media relations, 261-262
of outreach, 252-254
of print media, 222-226
return on investment as measure of, 242
Credit cards, 384
Critical surgery, 98-99
Cross-promotion, 364
Cross-selling, 276
Curiosity, 283
Customer, de ned, 28
Customer service, 24
Cycles
clinical, 332-335
description of, 327-328
historical in uences on, 340-341
individual, 336-338
seasonal, 328-331
social, 338-341
D
Daily closings, 386
Damage control, 192-193
Data gathering, 437
Data resources
electronic medical record software,
38-39
media, 39
patient management software, 38-39
Data storage and security
account numbers, 420
backing up, 419
certi cates, 420
description of, 416-417
in case of emergency data, 419
licenses, 418
passwords, 418
Debit cards, 384
Debt, 442
Decision making, 303-305
De ned group, 436-437
Demanding people, 284
Demographic market area, 29, 227
Design
of o ce environment, 267
of practice location, 162-166, 169-170
Device representatives or consultants, 478
Diagnosis, 287
Di cult/demanding patients, 99, 121-122
Direct communication, 100
Direct competition, 45
Direct delivery advertising, 221, 224-225
Direct expenses, 381, 446
Direct percentage of revenues, 388
Director, 6
Directories
advantages of, 255
cost and value of, 256-258
description of, 210
disadvantages of, 255-256
electronic, 254-255
Internet, 229
print, 220, 255

Index

497
subscription to, 257
targeting of, 256
types of, 254-255
Disaster planning, 436
Discounts, 389
Dismissed patients, 122-123
Disorganization, 147
Displays, 282
Dissatisfaction, 411, 414
Doctor; see Provider
Drug security, 419
E
Economic planning
assets, 444
cash ow, 444
concepts associated with, 442-443
debt, 444
description of, 434
expenses, 444-447
income, 443-444
leveraging, 442-443
projections, 443
Economics, 37
Economy, 339
Educated people, 284
Education
areas of, 107
communication for, 176
consultation, 108-111, 113-114
continuing, 296
customizing of, 400
elements of, 400
individual, 107
of market, 106
messages used for, 174-175
ongoing, 110
outreach as, 244-245
of patients, 34-35, 96, 106-107, 120,
173, 400-402
persuasion versus, 470
purpose of, 115
surveys for assessing, 411
Electronic directories, 254-255
Electronic feedback, 409-410
Electronic media advertising
audited circulation for, 241
communication through, 231
considerations for, 226-228
costs and value of, 232-234, 236-237
email, 230
intranet, 230
“jingle,” 233
methods of, 228-232
negotiability of, 234
podcasts, 230
print media versus, 227-228
radio, 228, 231, 233, 238-239
response rates to, 233
television, 228-229, 232-233, 238-239
text message, 230-231
Electronic medical records, 38-39, 167,
416
Electronic outreach, 244
Electronic prescriptions, 167
Email
administrative uses of, 280
advertising uses of, 230
communication uses of, 279-280
Emergency action plan, 165
Emotional health of patient, 126, 397-398
Emotional issues, 425-426
Emotional satisfaction, 397-398
Emotions, 282-286, 347
Employee; see also Sta
personal life of, 293
practitioner as, 6
responsibilities of, 70
Employee manual, 296, 474
Entertainment, 339
Equipment, 167-168, 422
E-tailing, 89
Ethical standards, 318
Examination, 287, 347-348
Excitement, 283
Expectations
patient; see Patient(s), expectations of
for sta , 190
Expenses
decreasing of, 461
direct, 380, 442
overhead, 443
planning of, 444-447
Experience
competition and, 51
success measured by, 5
Experience mapping, 291
Experiential satisfaction, 398

498

Index
Expos, 247
Extended competition, 46
External in uences, 101-102
Eye contact, 271
F
Facility; see also O ce; Practice location
access to, 420-421
accreditation of, 159-161
equipment safety, 422
expanding of, 455
hazards at, 421-423
key security, 420
maintenance of, 422-423
security of, 419-420
Facility management, 11
Fear, 283
Feedback, 120, 411-412
Fees, 111-113, 380, 404-405, 443
Fee-splitting, 32
Fellow, 5-6
Financial limitations, 458-460
Financial plan, 441, 447
Financial services, 478
Financing
patient, 385
practice location, 162
Firewalls, 417
Flippancy, 470
Follow up, 289-290
Franchise business model, 71
Free consultation, 113-114
Future, planning for, 435, 451-452
G
General identity messages, 181
General messages, 187
Geographics, 28-29
Gift certi cates, 385
Gimmickry, 138
Goals
accepting responsibility and, 407
achieving of, 487
in advertising, 213
of connections, 175-178
for growth, 451
importance of, 359
in messages, 175
of patients; see Patient(s), goals of
productivity, 378-380
purpose of, 175
realistic, 359, 403
satisfaction of, 399
setting of, 360, 379, 391-392
sta , 379
Gratitude, 201, 299
Greetings, 168, 269-270
Gross revenue, 380, 381
Growth, 453
H
Hazards, 158-159, 421
Health history, 109
Health Insurance Portability and Accounta-
bility Act, 15, 344
Heating, ventilation, and air conditioning
system, 168
HIPAA; see Health Insurance Portability
and Accountability Act
Hiring of sta , 19-20
Historical events, 340-341
Honesty, 467
Hospital sta , 483
Hostility, 284
Human resources, 12
Human safety, 423-425
Humor, 470
I
Identity, 59-66, 214-217
Illness, 101
Image
conveying of, 63
de nition of, 62-63
description of, 51
message portrayal of, 183
practice location and, 156-157, 163
Imitation, 307
In case of emergency data, 421
Inappropriate messages, 137-138, 145,
149
Incentives, 201, 204, 296-297
Income
of patients, 33
planning of, 445-446
projections for, 445
Indigent patients, 98
Indirect competition, 46
Individual cycles, 336-338
Ineligible patients, 99

Index

499
In ection of messages, 194-195
In uence over others, 469
Information graphics, 235
Information technology, 13
Informed consent
applying of, 130-131
de nition of, 288
description of, 109-111, 120
elements of, 129, 288, 402-403
hurrying through, 290
personalizing of, 131
provider-patient trust demonstrated
through, 129, 289
resources for, 130
Initial contact, 107
Insertion costs, for advertising, 223
Instant messaging, 280
Insurance, 13, 430
Integrity, 467-471
Interactive media, 235
Interest(s)
consistency of intent, 101
description of, 96
growing, 102
knowledge about, 100
loss of, 101-102
marketing for, 102-103
messages sent to generate, 181-182
needs and, 100-101
purpose of, 115
satisfying of, 120
tra c calculations based on, 363
International Society of Aesthetic Plastic
Surgery, 31-32
Internet advertising, 229-230, 232
Interpersonal communication, 208, 274-
277
Interviewing of sta , 19-20, 24
Intranet advertising, 230
Introductory messages, 181-182
Intruders, 428-429
Invasive treatment, 350
J
“Jingle,” 233
Job descriptions, 476
Joint Commission on Accreditation of
Healthcare Organizations, 11, 159
Junk mail advertising, 224
L
Lack of preparation, 147
Laws, 464
Lawyer, 12
Leadership, 25-26, 469
Lectures, 246
Legal limitations, 462-469
Legal services, 478, 480
Lenders, 461
Leveraging, 442-443, 460-461
Licenses, 420
Lifestyle interests, 36
Lifestyle Market Analyst, The, 39
Lighting, in practice location, 157
Limitations
nancial, 458-462
legal, 462-469
overview of, 453-454
personal, 454
physical, 454-458
purpose of, 453
social, 469-470
standard, 456
Limited purpose public gure, 192
Location of practice; see Practice location
Logo, 215-216
Long-term borrowing, 443
Loss of patients, 120-121
Loyalty, 21, 64-65, 186, 290, 333
Luxury marketing, 76-77
M
Macromanaging, 383
Magazine advertising, 219-220
Manipulative messages, 138-139
Market
de ning of, 97-99
education of, 106
medical, 97
messages directed at, 181-183
Marketing; see also Advertising
case study of, 43-44
connections versus, 172
de nition of, 102, 172
for interests, 102-103
luxury, 76-77
referrals as form of; see Referral(s)
strategies for, 102
team members involved in, 13
viral, 250

500

Index
Marketing representatives, 479
Maximum productivity, 383
Measurements, 288
Media, 38-39
Media relations
aggressive participation in, 262
campaigns, 262
case example of, 263-264
description of, 210
principles of, 259-261
team members, 13
value of, 261-262
Medical boards, 464
Medical market, 97
Medical models, 67-69
Medical professionals; see also Provider
description of, 3-4
quali cations of, 3
role of, 5-6
Medical research, 136-137
Medical services
description of, 74-77
physician extenders for, 77-79
Medical spas, 68, 308-309
Medical tourism, 30-32
Melancholy, 284
Messages; see also Communication;
Connections
appropriate, 140
brief, 181
client purpose of, 183-185
clinical, 188
of commerce, 186
concise, 187-188
contents of, 174-175
education through, 174-175
general, 187
general identity, 181
general public purpose of, 191-193
goals in, 175
image presented in, 183
inappropriate, 137-138, 145, 149
introductory, 181-182
manipulative, 138-139
market purpose of, 181-183
muscle condition of, 196
patient purpose of, 183-185
professional outreach, 185-186, 188
of proprietary value, 191
purposes of, 181-193
quality expectations, 190
resource purpose of, 185-186
response to, 180
source purpose of, 187-188
sta purpose of, 189-191
tone of, 194-198
vehicles for delivery of, 178-180
voice in ection of, 194-195
Military practice, 68
Mission, 64-65
Mission statement, 64
Mohs surgery, 464
Money rewards, 21-22
Money-in, 386
Money-out, 387-388
Motivation
of patients, 105, 397, 403-404
of sta , 21-22, 295
Motivation of sta , 21-22
Multidisciplinary practice, 68
Multimedia, 281
Multispecialty practice, 68
Muscle condition of message, 196
N
Neighbors, 158
Network participants, 6
Networking
personal, 19, 245-246
social, 250-251
New services, 376-377
News, 177
Newspaper advertising, 219
Nonaudited circulation, 241
Noninvasive treatment, 351
Nonmedical services, 83-84
Nonservice revenue, 385
Nonsurgical practice, 68
Nonsurgical procedures, 75-77
Novelty, 177
O
O ce; see also Facility; Practice
access to, 420-421
ambient temperature in, 267-268
environment of, 267-269
key security, 420
location of; see Practice location
maintenance of, 422-423
security of, 419-420

Index

501
O ce hours, 421
O ce manager, 10-11
One-to-one communication, 101
Ongoing education, 110
Operation Smile, 248-249
Operational communication, 190
Operations, 11, 413
Operations manual, 296
Operations planning, 438-439
Opportunities
anticipating of, 310
private
case example of, 322-323
characteristics of, 320-321
de nition of, 304, 320
self-assessments, 323-325
timing of, 321-322
professional
case examples of, 319-320, 326
competitors, 317-318
de nition of, 304
lack of attention, 318-319
outreach for, 314
outside of your specialty, 315-317
peer relationships, 317-318
sources of, 314
target-sensitive, 315
time-sensitive, 315
public
being unprepared for, 307
case example of, 308-309
de nition of, 303
importance of, 306-307
target-sensitive, 310, 312
theory-sensitive, 311, 313-314
time-sensitive, 310-312
seeking of, 441
Outcomes, 51
de nition of, 435
importance of, 105
measure of, 7
patient acceptance of, 404
success measured by, 5
surveys for assessing, 412
Outlook, 144-145
Outreach
advertising versus, 244
categories of, 244
communication, 179
cost and value of, 252-254
de nition of, 244
description of, 210
electronic, 244
events for, 246-252
expos, 247
individualization of, 245
lectures, 246
networking, 245-246
opportunities in, 312
patient/public education as form of,
244-245
philanthropic events, 247-249
productivity a ected by, 379
seminars, 246
social media, 250-252
social occasions for, 247
trade shows, 247
treatment events, 246
viral marketing, 250
Outreach messages, 185-186
Overhead, 381-382, 447
P
Packaging of services, 334-335
Paid features, 239
Paid programming advertising, 238-239
Paper surveys, 410
Partner, 5
Partnering, 54-55
Partnership, 69-70
Passwords, 420
Patient(s)
action taking with, 287-291
adolescents, 98
age of, 34
call to action for, 199-200, 199-201
children, 98
clients and, 117, 369-371; see also
Client(s)
comprehension of, 96, 115-117
conversion of, 119, 369-373, 391
cultural considerations, 37
demographics of, 33-35
desires of, 141
di cult/demanding, 99, 121-122
dismissal of, 122-123
dissatisfaction of, 411
economic considerations, 37
education of, 34-35, 96, 106-107, 120,
173, 400-402

502

Index
Patients—cont’d
emotional health and needs of, 126,
397-398
expectations of
assessment of, 119-121
consultation about, 108-109
description of, 95
realistic, 126-128, 135
surveys for assessing, 412
understanding of, 399
eye contact with, 271
nancing for, 385
follow up with, 107
function of, 270-271, 286-287
general messages given to, 187
geographic location of, 28-29
goals of
attainability of, 125
consultation to learn about, 400
description of, 22
physical satisfaction, 396-397
realistic, 124-126, 128
greeting of, 168, 269-270
income of, 33
indigent, 98
ineligible, 99
in uences on, 96-97
initial contact with, 107
interest by, 35-37, 96
knowledge about, 27-28
lifestyle interests of, 36
loss of, 120-121
messages directed to, 183-185
motivation of, 105, 395, 399, 402
needs of
assessment of, 119-121
description of, 95
interests and, 100-101
personal appearance desires of, 64
privacy for, 353; see also Privacy
procedural statistics and data, 35
prospective, 119-120
provider and, trust between, 129, 289
race of, 34
recovery of, 120
recruitment of, 119
respect for, 141
retail purchasing habits of, 36-37
retention of, 54, 120, 333, 369, 373-376
safety of, 425-427
satisfaction of, 24, 146, 290, 369, 396-
399, 408-412
saying “No” to, 133-136
selection of, 135-136
senior, 98
sex of, 34
social indicators that a ect, 37
sta communications about, 292
target resources, 42-43
target sources, 39-41
Patient coordinator, 10
Patient management, 10
Patient relations, 178
Payroll, 12
Pay-to-play advertising, 239
Peer relationships, 317, 481
Per diem workers, 18
Personal checks, 384
Personal in uence, 484-485
Personal limitations, 454
Personal service professionals, 483
Personal services, 82-86, 445
Personal space, 347
Personality of sta , 16
Personnel management, 24-26
Persuasion, 472
Pharmaceutical representatives or
consultants, 478
Philanthropic events, 247-249
Photographs, 111-112, 287, 348
Physical limitations, 454-458
Physical satisfaction, 396-397
Physician; see Provider
Physician extenders, 77-79
Physician-industry collaboration, 467
Planning
applied, 435, 447-451
economic
assets, 442
cash ow, 442
concepts associated with, 441-443
debt, 442
description of, 434
expenses, 444-447
income, 443-444
leveraging, 442-443
projections, 443
for future, 435, 451-452

Index

503
operations, 438-479
reasons for, 440
for seasonal cycles, 330
sta , 474
strategic
brand, 437-438
data gathering for, 435
de ned group, 436-437
de nition of, 434
disasters, 436
goals, 440
purpose of, 447
timing, 439
success and, 306-307
Podcast advertising, 230
Politics, 339
Practice
blueprint for, 440-441
description of, 68
elegance and status of, 195-198
environment of, 267-269
expanding of, 455
medical services, 74-77
privacy protections in, 73
self-assessments by provider, 149
visibility of, 176, 316-317
Practice location; see also Facility
access to, 155
accreditation of, 159-161
acquisition of, 161-162
contract clauses regarding, 158
design of, 162-166, 169-170
equipment for, 167-168
feasibility assessments, 161, 166
nancing of, 162
hazards at, 158-159
heating, ventilation, and air conditioning
system for, 168
image portrayed by, 156-157, 163
informational systems, 167
legal review of, 162
lighting in, 157
neighbors, 158
operational considerations for, 167-169
overview of, 153-154
privacy considerations, 157, 163-164
restrictions, 159
safety considerations, 164, 168
security systems for, 168
sites for, 154-155
supplies for, 167
technology considerations, 167
telephone system, 167
upkeep of, 164
utilities, 156
Practice transition, 436
Praise, 22, 294, 296, 474
Pressure tactics, 138, 178
Price-based competition, 52-53, 59
Pricing of services, 178
Print communication, 281
Print directories, 220, 255
Print media advertising
costs and value of, 222-226
electronic media versus, 227-228
methods of, 218-222
mistakes in, 243
Privacy
audience-speci c, 354
case example of, 355
case-speci c, 353-354
in communication, 352-354
in consultation, 346-349
decision making and, 304
description of, 73, 260, 467
in direct encounters, 345-346
in examination, 347-348
Health Insurance Portability and
Accountability Act protections, 344
need for, 343
patient-speci c, 353
in photographs, 348
practice location considerations for,
157, 163-164
surveys for assessing, 414
timing of, 441
in treatment, 349-352
Private opportunities
case example of, 322-323
characteristics of, 320-321
de nition of, 304, 320
self-assessments, 323-325
timing of, 321-322
Private practitioner, 5
Product representatives or consultants,
428
Productivity
actual, 382

504

Index
Productivity—cont’d
goals for, 379-381
maximum, 383
measures of, 379
outreach e ects on, 379
revenue generated from, 380
trends and cycles in, 436
variability of, 382-383
Productivity equation, 382
Professional a liations, 464
Professional opportunities
case examples of, 319-320, 326
competitors, 317-318
de nition of, 304
lack of attention, 318-319
outreach for, 314
outside of your specialty, 315-317
peer relationships, 317-318
sources of, 314
target-sensitive, 315
time-sensitive, 315
Professional outreach messages, 185-186,
188
Professional resources, 473, 479-482
Professional specialty groups, 479
Professional standards, 481-484
Professor, 6
Programs, 220
Projections, 443
Promises, 51
Property management, 11
Property security, 419-420
Prospective patients, 119-120
Provider; see also Medical professionals
adding of, 457
appropriate messages from, 140
assessment of, 137
attitude of, 140-144, 195
behavior of, 297-298
disorganization by, 147
inappropriate messages from, 137-138,
145, 149
in nonwork settings, 207
outlook of, 144-145
patient and, trust between, 129, 289
public behavior by, 191
quick judgments by, 147
safety of, 426-429
visibility of, 176
Public opportunities
being unprepared for, 307
case example of, 308-309
de nition of, 303
importance of, 306-307
target-sensitive, 310, 312
theory-sensitive, 311, 313-314
time-sensitive, 310-312
Public theory, 313-314
Publicity, 13
Publicity seeking, 306
Q
Quali cations, 51
Qualitative analysis, 116
Quality expectations, 190
Quantitative analysis, 116
Quick judgments, 147
R
Race of patients, 34
Radio advertising, 228, 231, 233, 238-239
Random acts of violence, 426-427
Realistic expectations, 126-128, 135
Realistic goals, 124-126, 128, 403
Realistic outlook, 145
Rebranding, 214
Receptionist, 10-11
Reckless practices, 147-148
Recovery of patients, 120
Recruitment of patients, 119
Red ags
in advertising, 226
clinical issues that raise, 146-147
description of, 46, 123
Referral(s)
bene ts of, 120
education of patient after, 174
example of, 41
gratitude for, 201
importance of, 40, 114, 117, 361, 369,
370
incentives for, 201, 204
in-house, 202-203
networking and, 245-246
sources of
call to action for, 201, 203
communicating of messages to,
187-188
connection with, 299
description of, 40

Index

505
incentives given to, 201, 204
patients as, 370
support for, 203-204
Refusal of treatment, 134
Regulations, 52, 468
Relationships
importance of, 471
optimizing of, 471-488
peer, 317, 481
professional, 481-484
with sta , 473-474
Reluctance, 283
Repeat service, 332-333
Research, 136-137, 189
Research practice, 68
Resource call to action, 204-207
Resources
description of, 300
need for, 473
optimizing, 471-488
professional, 471, 477-480
Respect, 141
Response plan, 428-429
Responsibility, 406-407
Restorative practice, 68, 97
Retail, 14, 88-93, 202-203
Retail practice, 68
Retail purchasing, 36-37
Retention equation, 374-377
Retention of patients, 120, 333, 370,
373-377
Retirement, 453
Return on investment, 242, 307
Revenue
gross, 379, 389
increasing, 460
productivity and, 378, 382-383
sources of, 384-386
Revenue equation, 388-389
Reviews, 251
Rewarding of sta , 21-23
Ridicule, 307
Risk
considerations for, 442
inviting of, 136-137
minimization of, 127
patients at, 123-124
red ags regarding, 123
understanding of, 149
Role-playing, 149, 276, 290
S
Safety
assessment of, 165
clinical, 168
data; see Data
equipment, 422
health incidents, 425
human, 424-427
importance of, 415
intruders, 426-427
practice location, 164-165
practices for, 428-429
response plan, 428-429
Sales reps, 478
Satellite, 70
Satisfaction
emotional, 397-398
experiential, 398
measures of, 408
patient, 24, 146, 290, 369, 396-399,
408-412
physical, 398-399
speci c, 401
survey for assessing, 409-413
sustained, 399
Scheduler, 10
Seasonal cycles, 328-331
Secondary competition, 46
Security
data, 417
drugs, 420
facility, 419-420
hazards, 421-422
property, 419-420
systems for, 168
Self-imposed regulations, 468
Self-promotion, 206
Seminars, 246
Senior patients, 98
Service fees, 445
Service mapping, 291
Service models
considerations for, 92-93
description of, 67, 405
medical services; see Medical services
personal services, 82-86
physician extenders, 77-79
retail, 88-93
Service providers, 9-10, 18; see also
Provider

506

Index
Set fees, 389
Sex of patients, 34
Sharing, 251
Shelter, 430
Short-term borrowing, 442
Skin care products, 88-90
Social cycles, 338-341
Social indicators, 37
Social limitations, 469-470
Social media, 245, 250-252
Social networks, 250-251
Social occasions, 247
Sole proprietor, 69
Solicitation, 176
Sources; see Referral(s), sources
Spa practice, 68, 308-309
Special advertising sections, 238
Speci c satisfaction, 401
Sta ; see also Employee
announcements given to, 176
appearance of, 168-169
business communications with, 292-293
call to action for, 295
carelessness by, 476-478
communication with, 189-191, 292-295
compensation of, 445
con icts among, 293
connections with, 294-295
continuing education for, 296
cross-function of, 297
cycles for, 17-18
development of, 478
disorganization by, 147
emotional issues, 425-426
employment manual for, 474
evaluation of, 18, 475-477
expectations for, 190
garments/uniforms of, 168-169
goals of, 381
greeting of patients by, 168, 269-270
growth of, 18
health incidents that a ect, 425
hiring of, 19-20
hospital, 485
importance of, 473
incentives for, 296-297
input from, 297
interviewing of, 19-20, 24
leadership of, 25-26
loss of tra c by, 367-368
loyalty of, 21
management of, 24-26
motivation of, 21-22, 295
personal matters of, 293
personality of, 16
planning of, 476
praise for, 296, 476
public behavior by, 191-192
recognition of, 296
recruitment of, 17, 19-20
relationships with, 473-474
review system for, 296
rewarding of, 21-23
roles of, 15-16
safety of, 424-427
service mapping with, 291
surveys for assessing, 411
termination of, 18, 25
training of, 17, 25
value of, 24-25
Standard limitations, 454
Strategic planning
brand, 437-438
data gathering for, 435
de ned group, 436-437
de nition of, 434
disasters, 436
goals, 440
purpose of, 447
timing, 439
Success, 5, 433, 487
Supervisor, 6
Supervisory model, 71
Supplies, 167, 386
Surgical practice, 68
Survey, 409-413
Sustained satisfaction, 399
T
Tangibles, 442
Target resources, 42-43
Target sources, 39-41
Target-sensitive public opportunity, 310,
312
Taxes, 447
Team members; see also Employee; Sta
accounting, 12
administration, 10-11
amenities, 14

Index

507
banking, 12
clinical support, 10
nance and investment, 12
human resources, 12
information technology, 13
insurance, 13
lawyer, 12
marketing, 13
media relations, 13
operations, 11
patient management, 10
property and facility management, 11
publicity, 13
retail, 14
service providers, 9-10
Telephone
advertising uses, 229
communication using, 277-278
surveys performed using, 410
Television advertising, 228-229, 232-233,
238-239
Termination of sta , 18, 25
Text messages, 230-231, 280
Theory-sensitive public opportunity, 311,
313-314
Time-sensitive professional opportunity,
315
Time-sensitive public opportunity, 310-
312
Time-share, 70
Timing
of communication, 441
importance of, 303
of private opportunities, 315-317, 321-
322
of public opportunities, 310-312
Tone of messages, 194-198
Tracking of tra c, 366-367
Trade shows, 247
Tra c
calls of interest as measure of, 362
conversion of, 369-373
de nition of, 361
loss of, 367-368
measuring, 362-366
quantitative monitoring of, 362-363
tracking, 366
Tra c equation, 365-366
Training of sta , 17, 25
Treatment
acceptance of, 289, 400-407
complimentary, 387
cost of, 386
follow up after, 289-290
invasive, 350
noninvasive, 351
privacy in, 349-352
Treatment events, 246
Triage, 434
Trust, 129, 289
U
Uniforms, 168-169
Up-selling, 276
Utilities, 156
V
Value, 5; see also Costs and value
Viral marketing, 250
Visibility, 100, 176, 316-317
Visitors, 270-271
Visual identity, 214-215
Voice in ection of messages, 194-195
Voice mail, 280
W
Wages, 387
Waiting room, 185
Website, 184
Wikis, 252
Woods & Poole Economics, Inc., 39
Z
Zero tolerance policy, 467

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