Bariatric Times

AUG 2016

A peer-reviewed, evidence-based journal that promotes clinical development and metabolic insights in total bariatric patient care for the healthcare professional

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12 Commentary Bariatric Times • August 2016 of traction from something as simple as, "Free insurance check to s ee if you have coverage for treatment." This is yet another opportunity to teach about our work, so post periodically about procedures and improved health a fter bariatric surgery. LinkedIn was designed as a venue for businesspeople and its traction in medicine is much lower. One may be able to connect with o ther doctors and strengthen those relationships on LinkedIn, but patient attention is elsewhere. There is an expression that says marketing is what you pay for, and p ublic relations is free. Cultivating relationships with reporters in your community can be a wonderful source of PR. Set yourself up as the obesity expert that they can turn to w hen they need a quotation about weight loss. More traditional advertising practices are going to vary by community. Since the majority of bariatric surgery p atients are female, it is a sensible move to ask the women in your life what magazines, newspapers, billboards or television that they see. Ads in local magazines that go to about 10,000 households have g iven me a pretty good return on investment, but I do not advertise in newspaper, television, billboards, or radio. When evaluating your practice a nd considering how to improve its success, remember that different tactics work in different situations, and that finding the right formula may be a trial and error. If you a pproach your practice as a business and your patients as customers, while simultaneously providing excellent medical care, you will create successful results for both. REFERENCES 1. Health Research & Educational Trust. (2016, March). Improving Patient Experience Through the Health Care Physical Environment. Chicago, IL: Health Research & Educational Trust. Accessed August 1, 2016. 2. Kinchen KS, Cooper LA, Levine D, Wang NY, Powe NR. Referral of patients to specialists: factors affecting choice of specialist by primary care physicians. Ann Fam Med. 2004;2(3):245–252. 3. Still C. Creating bariatric surgery advocates: why it is critical to educate primary care physicians. Bariatric Times. 2011; 8(11):16–18. 4. Funk LM, Jolles SA, Greenberg CC, et al. Primary care physician decision making regarding severe obesity treatment and bariatric surgery: a qualitative study. Surg Obes Relat Dis. 2016;12(4):893–901. Epub 2015 Dec 2. 5. Fox S, Duggan M. Health Online 2013. Pew Internet & American Life Project; January 15, 2013. 13/Health-online.aspx Accessed August 1, 2016. FUNDING: No funding was provided. FINANCIAL DISCLOSURES: The author reports no conflicts of interest relevant to the content of this article. AUTHOR AFFILIATION: Dr. Rachel L. Moore is a Metabolic Surgeon and Obesity Medicine Specialist in New Orleans, Louisiana. ADDRESS FOR CORRESPONDENCE: Rachel L. Moore; MD, FACS, FASMBS; E-mail: rachel.moore@

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