General Surgery Coding Alert - 2005 Issue 27
STRATEGY: Consider Going Direct To Patients With Second-Opinion Service
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Article Overview
The article explains a business and marketing strategy used by specialty practices and hospitals to promote second-opinion services. It covers how these services are positioned, who they are marketed to, the appeal for clinicians and practices, and examples from pathology and cardiac care. The piece is relevant to physicians, practice managers, and marketers evaluating patient-facing specialty services.
Why This Topic Matters
Second-opinion programs can create an additional revenue stream and extend a practice’s visibility to patients and referring clinicians. Understanding how these services are positioned may help organizations assess whether the model fits their specialty, patient base, and marketing goals.
What You Will Learn
- How second-opinion services are being marketed by specialty practices and hospitals
- Why some clinicians view these services as a profitable side offering
- Which broad specialties are using patient-facing second-opinion programs
- How practices may promote these services to patients and referring physicians
Who Should Read This
- Physicians
- Medical practice managers
- Hospital administrators
- Healthcare marketers
- Specialty clinic administrators
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