Private Practitioners Take Different Marketing Paths, with Common Theme

This marketing strategy has worked exceedingly well for Dr. Josephson, who practices in a saturated market. He estimates that there are 250 otolaryngologists within a one-mile radius of his Manhattan office-and yet, despite the fact that he does not take insurance, his practice continues to thrive.

Location, Location, Location

Head and Neck Surgery Associates evolved from three different practices, two solo and one partnership, which combined in 1986. People in northern Kentucky always have had the option of traveling to Cincinnati, just across the Ohio River, for their otolaryngologic care. So the practice is always working to increase market share by delivering quality care in more convenient locations, said Dr. Woodruff. In addition to its three main offices, the practice also runs an ENT clinic three days a week in Lawrenceburg, IN, just west of the Ohio border, thus capturing patients who formerly were being transferred to Ohio hospitals for their extended care. Following the real estate motto of location, location, location, the practice chooses offices that are accessible from major roadways and are near hospitals, thus bringing services closer to the patients’ communities.

With a fully staffed surgical center, an allergy practice, full audiology and balance testing services, a CT scanner, and hearing aid dispensing services, the practice has evolved into a one-stop shopping practice for a wide range of otolaryngologic problems. Complicated tumor and trauma cases are still referred to the University of Cincinnati, with whom the practice enjoys a collegial referral relationship.

Whereas Head and Neck Surgery Associates expanded its reach by cornering the local market, Dr. Josephson has added the unique element of serving an international group of patients. While in fellowship training at Johns Hopkins Medical Center in the late 1980s, where he was among the first trainees in functional endoscopic sinus surgery (FEES), Dr. Josephson treated several dignitaries from other countries, who have continued to refer their friends and family members.

Enlist Referrers

Teaming with primary care and other referring providers must be another cornerstone of effective marketing, agreed all sources. Head and Neck Surgery Associates is actively involved in resident training, precepting family practice residents from St. Elizabeth’s Hospital at their offices once a week. The practice also participates in a year-round luncheon lecture series. Since many of the family practice residents tend to settle in the local area once they graduate, there is a seamless transition from serving as mentors to becoming the primary ENT referral source.