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Medical Practice Marketing – Getting Started!

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As a physician, you are among the brightest individuals in the country! You have survived years of rigorous schooling and training, learning words most of us cannot even pronounce. But this new era of marketing has got you scratching your head in confusion. From social media to google reviews, and beyond, you don’t even know where to start. Good news! That’s where we come in!

As fellow healthcare professionals, we understand all that you are up against. In addition to providing marketing, we are working with physicians to help them sustain their medical practices; also, we are opening new medical practices, providing practice management support and more. Who better to be the voice for physicians than a company who is living in their world, slaying the same giants? Commonly, physicians will say things such as, “I don’t understand this social media stuff”; or “We never had to worry about marketing until now, we just worked really hard providing great care, and the patients followed”. That was the era prior to Google ads, social media, and private equity backed medical groups. Let’s talk about what that all means.

As a minimum, practices need a decent website, and a social media presence. That’s assuming you have a practice name and are not just using your legal name. It may sound silly to say that, but we had a client who never had a name beyond their legal name that used their last names. They sounded more like an accounting or law firm. Prior to retaining Cornerstone Healthcare Consulting, they retained a well-known, expensive marketing agency, with the intention of identifying a name and a brand. That consulting agency charged them $15,000 but never provided them a name they liked. So, the marketing agency made out quite nicely, and the practice walked away with $15,000 less in their bank and no name. When Cornerstone came on board, we ran a contest among the staff, allowing them to propose a name they thought the practice should adopt. Upon review of the staff suggestions, they ended up selecting one of them as the new practice name, without paying $15,000. From there, we were able to coordinate the design of a practice logo, website, social media, and more.

Most of the time, physicians recognize the need for a good website. They realize a website is the present-day version of the yellow pages. However, they don’t always grasp the importance of social media. Why is social media important? This is where potential patients are! When patients need a new physician, the first places they are likely going to are Google, and possibly Facebook. On Google they are checking out your reviews, and on Facebook, they are reviewing your photos to get a sense of who you are, what the environment is like, etc. Beyond that, content is king! While we are all looking for the quick easy fix to increase our website search engine optimization (SEO), it is often the same laundry list of tasks that need to be done to be successful in that endeavor, with one of the items on the list being content creation.

It’s not just potential patients who are reviewing your social media accounts, but also potential employees. Like potential patients, potential employees are checking out your Facebook pictures, attempting to gain a sense of what the environment is like, if the staff look friendly, etc. The social media pages can say a lot about the practice. One of the ways Cornerstone seeks to be different, is we shy away from boring “corporate-like” posts that have the look of desperation for just putting content out. We take pride in being personable, promoting the physicians and staff, and the amazing things they are doing. Also, because of our healthcare background, we actually have some knowledge for what we are promoting. This is especially useful when generating blogs, and how certain topics may create more patient questions than answers. Understanding the practice operations significantly helps as well. It allows us to consider how the marketing will impact the staff answering the phones, and other practice logistics. And let’s not forget about HIPAA! Yes, we are well informed of those laws, abiding by them regarding patient photos, information, etc. Working with a marketing agency that does not understand these laws can leave a practice vulnerable.

 We understand it is a big jump for most practices to agree to launch social media pages. The big question they often have is which pages are needed to get started. There are many ways to answer this question, such as based on specialty, target market, etc. First and foremost, a Google Business page is a necessity. If you want to keep it simple, a Facebook page is a great start. If your practice isn’t quite ready to spend the money on a marketing agency, there are lots of resources that are easy to use, and either very affordable, or even free. A few examples of these resources are as follows:

Canva – Allows you to create attractive content. There is both a free version, as well as a very affordable Pro version. There are already custom sized templates available per the size requirements of the social media platform you are posting on.

InShot and CapCut – Video editing apps for your phone that are very easy to navigate. CapCut even has a shortcut version that designs videos using the content you populate it with. Like Canva, they offer both a free version, as well as very affordable pro versions.

Hootsuite – Looking for efficiency, with the ability to post the same content across multiple platforms? Hootsuite is a great option. The free version allows you to add up to three of your social media platforms.

Later.com – When browsing Instagram, you may have seen the Link in Bio feature. To add this feature, you can do so for free on Later.com. Like Hootsuite, you can schedule and publish social media posts from this one location. Their free version offers up to 15 social media platforms.

MailChimp – In need of something to help you with email marketing? MailChimp provides a free version that allows you to have up to 2,000 contacts.  

Many of the above resources can integrate with other programs. MailChimp, for example, can integrate with Facebook, as well as Survey Monkey, who you may be using for your patient satisfaction surveys. If that all still sounds way too confusing, and you just want to outsource your marketing, give Cornerstone a call! We will work with you on a plan that complements your practice in all the best ways possible, including affordability.

Lastly, once medical practices make the decision to develop a marketing program, they tend to get a bit overzealous and want us to dive into everything immediately. While we love and respect your enthusiasm, you will hear us recite the need to first form a foundation for which we can build from. Marketing isn’t the only service we recite the need for a foundation. In fact, I think we recite that for all our service lines, because we think it’s that important. With respect to marketing, it must start with a website, then social media, so on and so forth. Google ads for example, can be very effective, but without an established website, you are limiting the effectiveness. In addition to Google ads, once the foundation is laid, we can work on patient satisfaction programs, physician referral programs, and more. Interested to learn more about how Cornerstone Healthcare Consulting can help you with your marketing needs? Click HERE to schedule a consult!

Medical Practice Marketing

The One-Stop Shop for Doctors!

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The One-Stop Shop for Doctors

With extensive experience consulting for doctors and medical practices, Cornerstone Healthcare Consulting and Management has built a trusted network of esteemed business professionals. Through our work, we’ve identified recurring challenges that many practices encounter, particularly in the areas of employee benefits and human resources. Beyond practice-level concerns, we often discover individual challenges faced by physicians, such as insufficient retirement planning or a complete lack of strategy. By partnering with exceptional experts, we deliver customized solutions designed to support both the operational needs of practices and the personal goals of physicians.

We proudly call ourselves the “One-Stop Shop for Doctors.” As a physician-focused healthcare consulting company, our mission is to provide tailored solutions for doctors, whether they are solo practitioners, part of a group, or practice owners. We specialize in addressing their unique needs, from managing social media and building a strong personal brand as a hospital employee to launching a new practice or revitalizing an existing one.

For every challenge, we bring expertise and dedication. And in areas where additional specialized skills are needed, we collaborate with top professionals within our trusted Cornerstone Network to ensure comprehensive, high-quality solutions. Whatever the scenario, we’re here to support physicians every step of the way.

When consulting for medical practices, we often find that employee benefits are an area in dire need of improvement. Two major categories where significant savings can be achieved are retirement plans and health plans.

In many cases, practices establish broker relationships for these benefits years earlier and then leave them unchecked. Over time, these brokers continue to earn commissions while offering little to no added value. Health plan premiums steadily increase each year, and many practices simply accept these hikes as inevitable. Meanwhile, retirement plans often go unnoticed, with practices unaware of the high percentage rates they’re paying, the performance of their investments, or the hidden fees involved.

At Cornerstone, our healthcare consulting services include a thorough review of employee benefits, and the results often leave practice owners stunned. We’ve uncovered retirement plans with fees exceeding 2%, excessive TPA costs, and inappropriate employee charges. For example, we recently helped one private practice save nearly $40,000 on their retirement plan alone.

By taking a closer look at these critical areas, practices can unlock substantial savings while providing better benefits for their employees.

When evaluating practice health plans, simply opting for the cheapest option might seem convenient, but it doesn’t truly address the needs of the practice. Instead, we take a comprehensive approach, analyzing the practice’s size and exploring opportunities that align with its unique circumstances. For instance, we worked with a practice in New York that was large enough to transition to a partially self-funded model. This strategic shift was projected to save them up to $30,000 in just the first year. Over time, as they gained a clearer understanding of their annual expenditures, they were able to take on more calculated risks, unlocking even greater savings.

At Cornerstone, we partner with Planned Futures Financial to address retirement plans for medical practices. Beyond retirement planning, we also evaluate a practice’s Group Life and Disability Insurance and assess whether a buy-sell insurance policy is in place. Surprisingly, many practice owners are unfamiliar with buy-sell insurance and, upon learning its purpose, often regret not initiating a policy sooner. While buy-sell insurance is crucial, it’s important to establish a clear succession plan before purchasing a policy.

Unfortunately, succession planning is a topic many practices avoid, often leading to contentious discussions down the line. For physicians considering partnership in a medical practice, one of the most valuable pieces of advice we can offer is to ensure that a robust succession plan is in place from the outset.

Each medical specialty brings its own considerations. For instance, in OBGYN practices, it’s essential to determine how partners are financially handled once they stop performing obstetrics. These important conversations, if delayed, often lead to conflict, so addressing them early is key.

Need support navigating these critical discussions? We can connect you with experienced healthcare attorneys to guide the process and ensure your practice’s long-term success.

When reviewing employee benefits, it’s crucial to take a comprehensive look at your human resources department as a whole. Far too often, we encounter practices operating without proper job descriptions for staff, or relying on outdated, paper-based descriptions that haven’t been revised in over a decade. If job descriptions are missing or obsolete, it’s likely that the employee benefits manual is also outdated—or doesn’t exist at all.

It’s surprising how frequently we see practices hiring staff without a clear job description or an employee manual. This lack of structure not only creates accountability issues but also leaves the organization vulnerable. Unsurprisingly, these situations often lead to workplaces plagued by toxic employees, who contribute significantly to operational challenges. Without established processes for addressing misconduct or managing termination, these problems escalate unchecked.

When was the last time your medical practice got a check-up? A simple review of your expense report could save you thousands of dollars. Perhaps your practice is thriving, but you’re unsure if your personal retirement plan is optimized or if you have adequate disability insurance. Maybe your operations are running smoothly, but you’re struggling to navigate social media marketing. Or you could be a hospital-employed physician looking to maintain your personal brand and improve how you market yourself. Whatever your needs, we’re here to help! Visit our website to explore our healthcare consulting services and schedule a consultation today.

Cornerstone and Azeros Introduce Health Plan Innovation

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BUFFALO, NY, November 18, 2021- Cornerstone Healthcare Consulting and Azeros Health Plans intend to bring change to Western New York healthcare delivery and funding. “Our goal is not to do what is easy,” says Melissa (Missy) Starowitz, Owner of Cornerstone. “We will do what is necessary for the employer community that to date has been ill-served by the healthcare infrastructure.” 

Azeros designs health plans that provide quality care and lower costs to employers. Cornerstone provides consulting and marketing services to medical professionals and practices. Combining their collective backgrounds, the companies have teamed up to introduce the region to Direct Primary Care (DPC) supported by an Exclusive Provider Organization (EPO).

The EPO model provides physicians an independence from the “Mother – May I?” oversight of health insurers and the outdated fee-for-service medicine that complicates billing and payment.  Under the DPC model, new clinics offer employees experience greater access to primary care at a fixed monthly payment and zero co-pays for the care. When combined with an international specialty pharmacy program, employers save 20% off current costs.

Mrs. Starowitz formerly owned urgent care centers and developed tailored programs such as college student telemedicine and occupational health combined with on-site health centers.    

Azeros CEO Ron Zoeller was the founder and CEO of North American Health Plans in 1983, which administered self-funded plans for over 400 groups and 400,000 members, paying $2 billion in annual claims. Azeros partner Kevin Gannon, an employee benefits broker over 35 years, was the founder/President of Niagara Benefits Group and later led the growth of M & T Benefits Agency.

While building the Western New York EPO, the companies will introduce employers to Direct Primary Care vendors PeopleOne Health and Everside Health. The DPC converts an existing medical facility or builds a new clinic at their expense.

The EPO is not exclusive to primary care providers or those operating with a DPC model. The EPO network extends a much-needed opportunity to all physician specialty types by offering them independence, visit capacity and cost control. Cornerstone and Azeros are excited to share this model with the physicians and employers of Western New York.

About Cornerstone Healthcare Consulting and Management

Cornerstone Healthcare Consulting is a physician-centric company with the experience, expertise, and resources to assist physicians in many aspects of their professional lives. They offer an array of services for individual physicians or entire practices including marketing and branding needs, sustainable organizational change, and opening new practices. For more information visit their website at cornerstonehealthcareconsulting.com

About Azeros Health Plans, LLC

Azeros Health Plans is the only Managing General Administrator in the self-funded insured health plan industry. They provide employers with transparency and plans that significantly reduce their costs, as well as offer an international pharmacy benefits program to help employers save on prescription drug costs. For more information visit their website at azeros1.com

Contact

Cornerstone: Melissa (Missy) Starowitz, mstarowitz@cm-hi.com, 585.409.7624

Azeros: Kevin Gannon, k.gannon@azeros1.com, 716.913.4789

Cornerstone and Azeros Introduce Health Plan Innovation

IV Hydration Therapy! All You Need to Know!

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The benefits of IV hydration therapy are vast. To most people, it is a luxury to get intravenous fluids when feeling under the weather or after surgery. But at Vivify Hydration Lounge and Medispa in Batavia, NY vitamins provided intravenously can also be used to help prevent inflammation and dehydration in athletes, busy moms with toddlers running around their feet, patients with chronic illness in need of supplementation, or someone who just wants to look better and feel better!

Our recent Tune in Tuesday interview was with Michelle Maniace, owner of Vivify Hydration Lounge and Medispa. In the video below, she will tell you all about IV hydration therapy so you can decide for yourself if this is something that would benefit you or someone you know. In the video, she makes an interesting point regarding the benefit of receiving vitamins intravenously versus orally. She says that an issue with taking vitamins orally, is that when processed through the digestive system, your body is not always absorbing them, and therefore not receiving the intended benefits. However, with IV vitamins, they go directly into your bloodstream, allowing for 100% absorption.

When asked who the ideal candidate would be for IV Hydration therapy, Michelle said it could essentially be anyone, although she emphasized the significant benefits for patients with chronic conditions, as well as bariatric patients. She said patients with Cancer undergoing chemotherapy, benefit from intravenous vitamin C, among others. Additionally, she spoke about other infusions that can benefit patients with autoimmune disorders for example, such as one IV pack that assists in the detoxification of the liver.

IV therapy isn’t just for those who are sick though. It also benefits athletes, as well as those who are looking to improve the appearance of their skin through some biotin, and other intravenous vitamins. And, lest we forget…did you drink a little too much last night? No worries, Michelle has you covered with her hangover package.

Interested to learn more? Listen to the video below.

IV Hydration Therapy! All You Need to Know

Need help opening your medical or wellness practice? Click here to learn more!

Fighting to Lower Health Plan Costs!

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Fighting to Lower Health Plan Costs

From the humble Buffalo suburb of Cheektowaga to the owner of a large health plan, consisting of 400,000 members and clients such as the University of Notre Dame, Dunkin Donuts and Fisher-Price Toys, Ron Zoeller knows all there is to know about health insurance.

Similarly, his business partner, Kevin Gannon, one of eight children raised in Lackawanna, New York, rose from his beginnings as a broker of life insurance, to owning and selling his own brokerage, to joining Ron in the development of Azeros Health Plans in 2019.

As the only Managing General Administrator in the Self-Funded health insurance industry, Azeros is about more than selling employer health plans. Using their combined years’ worth of experience, they are seeking to partner with employers to seek solutions that improve their bottom line and positively benefit their employees. Companies possessing 100+ employees will benefit in becoming self-funded by removing the “fat” that goes toward health insurance admin and brokerage fees. Instead, they will pay dollar-for-dollar toward their expenses, ultimately saving significantly on their health plan costs.

Transitioning companies to self-funded health insurance isn’t the only way Ron and Kevin are saving money for their clients. Additionally, they employ the practice of Reference Based Pricing (RBP), as well as a prescription benefits management program that is saving employers as much as 30% on prescription costs! Never heard of RBP? Don’t worry, you’re not alone. Typically, in-patient charges can result in charges that are 250-400% of Medicare. Through Reference Based Pricing, Azeros works to obtain charges that are 150-200% of Medicare, half of what they typically would be!

Interested to learn more about what Ron and Kevin and the Azeros team can do for your company? Listen to this video to learn more, as well as head to their website at www.azeros1.com There, you can use a tool they have named the “Under-Righter”, to see what savings you may be able to achieve. Under 100 employees? That’s okay, they can still assist your organization as a fully insured employer, including still being able to assist with the significant prescription medicine savings! And yes, even if your company has already renewed their annual plan, they can assist you at any time!

Listen in as Ron and Kevin discuss their backgrounds, what they’re working on now, and how Azeros and Cornerstone are collaborating to help both employers and physicians! Also, stick around for the end, when Ron tells us the story of when the Bills almost left Buffalo, and how he influenced them staying.

Physician-Centric Consulting Services!

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Independent physicians need an ally.  Provider practices are consolidating everywhere.  Hospital systems are assuming control and purport to represent the physician perspective.  In a two-year period, the 2,800 U.S. hospital systems have bought 8,000 medical practices.

National health insurers are also in the fray, now buying regional medical groups.  United Healthcare has purchased the largest independent medical practice in Massachusetts.  United, Aetna, and Cigna aren’t yet a significant presence in Buffalo or Rochester, but when that occurs, relationships will change.

In this new environment, Cornerstone Healthcare Consulting and Management represents group practices, sole practitioners, and hospital – employed doctors.  Working as an employee for a healthcare system does not eliminate the need for an independent brand identity.

We are the physician’s “agent” – whatever is needed, we provide analysis and insight.   As important, we implement our recommendations.  Our functions can include marketing, branding, medical billing, the opening of a new practice, or a merger with another.  All services are confidential, of course.

Being aware of industry trends is essential to our business.  The rising cost of medical care to Medicare, Medicaid, and Commercial (employer) budgets has put pressure on payer/provider relationships.

Western New York is not immune to the dynamic.  Why did UPMC/Pittsburgh, itself both a hospital system and health insurer, buy WCA Hospital in Jamestown?  Why did HealthNow Blue Cross allow itself to be taken over by Highmark/Pittsburgh and what will it mean to Buffalo providers?

The ultimate healthcare goal is to serve the patient; their needs get lost in the typical shuffle.  Health plan deductibles have increased dramatically, and some medical groups perform front-end credit checks on new patients.  Access to primary care is a major problem.

As Cornerstone moves forward, it has partnered with Azeros Health Plans in developing an Exclusive Provider Organization which offers visit capacity while eliminating co-pays.   The EPO model offers much needed physician independence, access to primary care, and cost control.

We want to be the trusted advisor of the medical practice.  No job is too big or too small.  Schedule a consultation via our website at www.cornerstonehealthcareconsulting.com.

Physician-Centric Consulting Services