[abstract] MARKETING THE HYPERBARIC MEDICINE SERVICE.

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[abstract] MARKETING THE HYPERBARIC MEDICINE SERVICE.

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Title: [abstract] MARKETING THE HYPERBARIC MEDICINE SERVICE.
Author: Persels, JB
Abstract: While successful hyperbaric medicine services differ greatly in elements such as primary specialty of the key physician(s), type of equipment utilized, physical setting, and organizational structure, they all have one factor in common -an effective marketing program. Given the relatively low level of acceptance of hyperbaric oxygen therapy within the medical community and the fact that hyperbaric medicine is a referral service, it is imperative that the hyperbaric physician and his staff be capable of reaching out and drawing referrals in, i.e., marketing the service. As patient volume determines financial viability of any hyperbaric service, effective marketing is an indespensable activity. This paper will examine the necessity for marketing by looking at the current level of penetration of hyperbaric medicine in the medical community in general and demonstrating the financial impact on a typical service of different levels of treatment volumes. The market will be identified and segmented. Market segments will be prioritized and structured according to the author's concept termed the "Referral Funnel". Using his experience in the field and the approaches of several successful hyperbaric units nationwide, the author will discuss ways to approach the marketing problem. Included will be the development of a sample marketing plan and a dissection of the individual components of the plan such as presentations, brochure development and utilization, use of the mass media, and the value of individual contacts. The relationship of marketing to medical education will be highlighted, and suggestions as to the use of on-going education programs such as orientation and observer training and photographic documentation of patient progress will be provided.
Description: Abstract of the Undersea and Hyperbaric Medical Society, Inc. Annual Scientific Meeting held May 26-30, 1987. The Hyatt Regency Hotel, Baltimore, Maryland (http://www.uhms.org)
URI: http://archive.rubicon-foundation.org/5572
Date: 1987

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  • UHMS Meeting Abstracts
    This is a collection of the published abstracts from the Undersea and Hyperbaric Medical Society (UHMS) annual meetings.

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