Today's Practice: Changing the Business of Medicine TP2018Q2DigitalEditionWeb | Page 38

M A RK E T I NG
THE ROLES OF THE PHYSICIAN AS CEO – A SERIES
Being the
Chief Revenue Officer (CRO)
By Bob Smith
Consider two focused questions:
As you think about the status of your practice, can your
current revenue streams support your practice to be as
healthy as it really needs to be, in order to meet all of your
goals?
We start with the roles that many
physicians report having to fulfill:
CEO Chief Executive Officer
Based on current revenues and margins, would you be an
investor in your practice? CRO Chief Revenue Officer
Good quality revenues and margins are the “Mother’s
Milk” of every healthy business. CFO Chief Financial Officer
Life would be simpler if physicians only had to do the
roles of being the business CEO and a doctor. This
includes the office manager or practice administrator
that has to don many hats in support of the physician. CPO Chief Product Officer
CMO Chief Marketing Officer
An Updated Perspective COO Chief Operating Officer
CSO Chief Strategy Officer
SP Senior Partner

The physician of today needs to wear many hats, and
too often they end up wearing multiple at the same
time. It doesn’t work and isn’t sustainable.

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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