Medical Practice Management Books, Journals and Articles for Physicians, Practice Administrators and Doctors' Office Managers

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All Things Media: Paid, Earned, Owned, and Shared and How to Apply Them to Your Practice

All Things Media: Paid, Earned, Owned, and Shared and How to Apply Them to Your Practice


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Michelle Abdow
 
Media marketing plays a significant role in two key areas of medical practice management: volume growth and patient retention. However, because the average consumer is exposed to about 30,000 messages daily, it can be difficult to cut through the clutter. One strategy is to understand and deploy a variety of types of media—including paid, earned, owned, and shared—in combination to drive the desired results. The author discusses the different types of media, the opportunities and challenges they present, and best practices for engaging each for practice growth.