Eyecare Business: Marketing and Strategy will help you gain a competitive edge in the changing world of eyecare.
Key Features
Covers the basics of marketing, finance, strategy development, management, communication, and technology.
Self-assessment exams serve as educational tools.
Short teaching cases, clinical examples, and exercises help you adapt theory and concepts to your own practice.
Action plans at the end of each chapter help jump-start the development of your own eyecare marketing program.
Author Information
By Gary L. Moss, OD, MBA, FAAO, Associate Professor of Community Care and Public Health, New England College of Optometry, Boston; Adjunct Instructor, Emmanuel College, Boston, MA and Peter G. Shaw-McMinn, OD, Assistant Professor of Clinical Science, Southern California College of Optometry, Fullerton, CA
Creating Your Practice Identity; Developing Your Marketing Goals; Assessing Your Market Opportunities; Identifying and Targeting Patients; Building Long-Term Patient Relationships; Managing the Marketing Mix; Understanding Patient Satisfaction; Formulating Your Marketing and Business Strategy; Implementing and Controlling Your Plan; New Marketing Technologies; Marketing Your Practice for Sale; Concluding Remarks
