 
                        20030130.00
I  decided  not  to telephone Stephen Hoffman.  These are my
preliminary thoughts about how I would  go  about  marketing
NEMC  nephrology.  which obvious reflect my style of medical
practice.

1. Find out from patients in a systematic  manner,  how  and
why  they  came, why they continue to come.  2. Identify re-
ferring nephrologists  and  maintain  regular  communication
with  them.  Try  to find out why they refer patients to you
rather than elesewhere.  3. Identify geographic  areas  from
which patients come and other areas from which they might be
drawn.  4. Identify non-referring nephrologists; create  op-
portunities to talk to them; ascertain where they send their
patients and what problems they  have  with  other  dialysis
units.  5. Try to find out what would attract referrals from
referring as well as  non-referring  nephrologists  and  in-
ternists.   6.  Learn  from  patients specifically what they
like and dislike about  the  dialysis  clinic.   7.  Analyze
transportation  and  parking problems, with a view, possibly
to providing transportation, in  a  manner  compatible  with
Federal  regulations.   8.  Keep referring nephrologists/in-
ternists informed not only by letter, but by personal  tele-
phone  contact.  9. Personalize medical care.  Create an an-
tidote to HMO anonymity.  Rename the  renal  clinic,  "Pratt
nephrology associates" or some such name. Make patients feel
they have their own private physician whose  loyalty  is  to
them  rather than to the group or the institution. Don't let
technicians, secretaries, physician assistants, medical stu-
dents,  interns,  residents or fellows stand between the pa-
tient and his doctor. To the extent practical, let  patients
not  only  have  their own doctor, but also their own nurse,
technician, etc.  10. Market  by  differentiation.  Let  pa-
tients  and  referring doctors understand that they will re-
ceive different treatment from the physicians, nurses, tech-
nicians,  of  your  group  than  from  other  renal  service
providers.  11. Publish  a  newsletter  for  internists  and
nephrologists which reflects the way you interpret and treat
renal disease.  12. Publish a newsletter for  patients  that
addresses  their  concerns  and preoccupations.  13. Develop
education programs for (potential) referring physicians, for
potential patients and their families.  14. Cultivate a high
profile with an appropriate Web page and with  periodic  ad-
vertisements in area newspapers at appropriate intervals.

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Copyright 2005, Ernst Jochen Meyer
