Today's Practice: Changing the Business of Medicine National Edition Q1 2018 | Page 50

M A RK E T I NG
THE EVOLVING
ROLE OF MARKETING
By G. Kelly O’Dea
Odds are that when today’s physicians completed
the long journey through med school, they didn’t
expect they would also need the equivalent of an
MBA to build a successful practice. with focus on the fundamental building blocks of
marketing that must be addressed first.
The information age, increased competition and
Obamacare have spurred major change and chal-
lenge in virtually every aspect of physicians’ lives.
The simple and uncomplicated days of Marcus
Welby MD have faded well into the past. TP: There has been a tremendous increase
in marketing noise. Why do physicians need
marketing at all?
Today’s Practice invited G. Kelly O’Dea, noted
marketing expert and member of the Meridien
Medical Advisory Board, to provide his perspectives
and insights into the forces of change and how they
affect physicians’ ability to compete successfully.
This is the first in a series of interviews across a
number of marketing issues. This interview begins
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Most physicians regard marketing as castor oil –
you don’t like it but you know you need it. I
understand that but would argue that marketing
has become vitally necessary for survival, competi-
tiveness and success in today’s market. It can and
should become an elixir in driving a successful
practice. The problem is that most of marketing
activity isn’t doing the job that needs to be done.
TODAY ’ S P R A C T I C E: C H A N G I N G T H E B U S I NES S OF M EDI C I NE