Neil Baum, a urologist in private practice in
Baum has a great deal of credibility because he is a practicing physician and understands the very real concerns physicians – and all professions – have about marketing. He opens by making the important point that marketing and advertising are not synonymous. In this interview, he discusses a few low/no cost marketing techniques that physicians and use.
Many times, what people like me would consider marketing are also good patient care. As an example, Baum says that he will call patients at home with follow up reports from a diagnostic test. He will spend 5-10 minutes during his drive home making these calls. About a year ago, we had a bit of scare in our family. The physician, who we have known well over the years, made a point of calling with the preliminary and then the final report as soon as she had it. There was a weekend during this period, so the wait was agonizing. This physician makes the calls because she believes that this is good patient care, and because it fits her personality. If you approach these tasks as simply work and trying to manipulate people, it will come off as calculating and not as a reflection of what – I hope – is genuine caring.