4 'Ps' of Effective GI Practice Marketing From the ASGE

Here are four tips for effective gastroenterology practice marketing from Joseph J. Vicari, MD, of Rockford (Ill.) Endoscopy Center and the American Society for Gastrointestinal Endoscopy.

1. Product. Service is the product of gastroenterology practices. Define who patients are and what they expect from the service. Determine how to provide a competitive product.

2. Price. Price, traditionally of less importance in healthcare, is becoming a key point. Work towards providing high quality, cost effective service.

3. Positioning. Decide how to position your center in the market. Find ways to clearly communicate this positioning to patients.

4. Promotion. Decide how to advertise a practice or endoscopy center's services, competitive pricing and market position.

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