A passive approach to marketing might not end well, he cautioned. “You get to define your market,” Dr. Thrasher said. “What you shouldn’t rely on is your market defining you,” he added. He said you can, and should, take steps to know your patient population, to know who your competitors are, and to adjust accordingly. “If you’re not marketing yourself, they may or may not find you. … If you think they’re going to find you if you’re not there marketing yourself, it’s a delusion.”
Explore This IssueDecember 2015
Thomas Collins is a freelance medical writer based in Florida.