Description

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.
  • Table of Contents

    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

    Details

    No. of pages:
    340
    Language:
    English
    Copyright:
    © 2001
    Published:
    Imprint:
    Butterworth-Heinemann
    eBook ISBN:
    9780702038587
    Print ISBN:
    9780750672382

    About the authors

    Gary Moss

    Affiliations and Expertise

    Associate Professor of Community Care and Public Health, New England College of Optometry, Boston; Adjunct Instructor, Emmanuel College, Boston, MA

    Peter Shaw-McMinn

    Affiliations and Expertise

    Assistant Professor of Clinical Science, Southern California College of Optometry, Fullerton, CA