ABSTRACT
This chapter is the heart of a business plan. Physicians, like other professionals, have always marketed themselves—the only difference is in the manner and degree. Satisfaction studies are not truly scientific in nature, yet when done well, they will reveal insights into how patients and referring physicians interact with our practice. When our public identifies difficulties in interacting with us, that is our flag that we have a problem in our internal operating procedures. Then we are asked to develop our strategies to reach our customers and to develop the patient and referral base that will constitute the practice we want to have.
