Grow Your Eye Care Practice: High Impact Pearls from the Marketing Experts

ISBN-13: 9781630917296 / Angielski / Miękka / 2020 / 200 str.

M. Wang

Spis treści

• Dedication
• Acknowledgments From the Editor
• Acknowledgments From the Associate Editors
• About the Editor
• About the Associate Editors
• Contributing Authors
• Preface
• Foreword by Karl Stonecipher, MD
• Section I History of Ophthalmic Marketing and Perspectives
• Chapter 1 The History of Ophthalmic Marketing
• Chapter 2 LASIK Versus Presbyopic Marketing: A Perspective
• Chapter 3 Commoditization: What Happened to LASIK?
• Section II Basic Marketing Strategies
• Chapter 4 Market Research and Segmentation, Targeting, and Positioning
• Chapter 5 The Patient Experience
• Chapter 6 Branding Versus Call to Action
• Chapter 7 Word of Mouth: How Can We Encourage Our Patients to Refer?
• Chapter 8 Alignment of a Marketing and Sales Strategy
• Section III Tools Used in Marketing
• Chapter 9 Traditional Marketing
• Chapter 10 Marketing Using Social Media
• Chapter 11 Websites, Search Engine Optimization, and Online Consultation
• Chapter 12 Vision Seminars as Educational Tools
• Chapter 13 Seasonal Marketing
• Section IV The Laws and Ethics That Regulate Health Care Marketing
• Chapter 14 Marketing Laws
• Chapter 15 Ethics and Marketing
• Section V Disruptive Technologies and Future Directions
• Chapter 16 Disruptive Technologies and Trends That Will Impact Marketing
• Chapter 17 Future Marketing Trends
• Financial Disclosures
• Index