Editor’s note: This three-part series will feature case studies of marketing strategies employed in three different practice settings: the academic practice; the large multispecialty practice; and the private practice. All have unique as well as common challenges in our current economy. Otolaryngologists in each of the three settings will share the principles that have worked best for them to attract new patients and new referrals, as well as maintain their established patient base.
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April 2009Academic otolaryngology-head and neck surgical practices often have a built-in draw for referrals of new patients. With their emphasis on research, education, and clinical excellence, these practices become known for their expertise, and colleagues in the community and around the country may refer their complicated cases.
But is scientific and educational excellence enough to buoy the academic practice through these challenging times? Myles Pensak, MD, the H.B. Broidy Professor and Chair of the Department of Otolaryngology-Head and Neck Surgery at the University of Cincinnati College of Medicine, and current President of the Triological Society, does not think so.