Marketing and General Practice
Intro -- Half Title -- Title Page -- Copyright Page -- Dedication Page -- Contents -- 1 The challenges facing general practice -- 2 So what is marketing? -- 3 Developing the patient-centred practice: the first few steps -- 4 Patient satisfaction and the role of marketing research -- 5 Environmental pressures and the parable of the boiled frog -- 6 Planning for success (part one): assessing your planning skills -- 7 Planning for success (part two): developing the marketing plan -- 8 Using the marketing audit to assess the true level of practice capability: revisiting your strengths and weaknesses -- 9 Developing the practice's marketing mix -- 10 Setting the standards of customer care: the Blackpool rock phenomenon -- 11 Internal marketing, leadership and teamworking: fighting the Napoleonic complex -- 12 Implementing the plan and making things happen -- 13 The Psalter Lane Surgery -- Index