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This exciting new book is the first written especially for eyecare professionals to focus on a business management perspective. As never before, you will be able to take business concepts and apply them to your eyecare practice to increase revenue and enhance patient satisfaction. Eyecare Business: Marketing and Strategy will help you gain a competitive edge in the changing world of eyecare.
- Covers the basics of marketing, finance, strategy development, management, communication, and technology.
- Self-assessment exams serve as educational tools.
- Short teaching cases, clinical examples, and exercises help you adapt theory and concepts to your own practice.
- Action plans at the end of each chapter help jump-start the development of your own eyecare marketing program.
Creating Your Practice Identity; Developing Your Marketing Goals; Assessing Your Market Opportunities; Identifying and Targeting Patients; Building Long-Term Patient Relationships; Managing the Marketing Mix; Understanding Patient Satisfaction; Formulating Your Marketing and Business Strategy; Implementing and Controlling Your Plan; New Marketing Technologies; Marketing Your Practice for Sale; Concluding Remarks
Gary L. Moss, OD, MBA, FAAO, Associate Professor of Community Care and Public Health, New England College of Optometry, Boston; Adjunct Instructor, Emmanuel College, Boston, MA and Peter G. Shaw-McMinn, OD, Assistant Professor of Clinical Science, Southern California College of Optometry, Fullerton, CA