1. Contribute to medical advancement. Physicians who participate in innovative research or publish their findings are notable because they have invested in their field. Todd Albert, MD, spine surgeon and president of Rothman Institute in Philadelphia, says publishing is important for physicians to send their name into the community and network. He also suggests attending and speaking at medical conferences as a way to further reach out to the community. This investment is important for physicians to stay on top of cutting-edge technology with proven results to provide patients with the best relief.
2. Participate in and present at national conferences. Beyond marketing to the patient base, it’s also important for physicians to be recognized by their peers. One way to accomplish this is by presenting in academic research, publishing papers and attending professional conferences and meetings. “We think it’s really important for our physicians to be as academic as possible,” says Todd Albert, MD, spine surgeon and president of Rothman Institute in Philadelphia. “Our physicians speak nationally to other professionals. It helps differentiate our center as having really good surgeons who are also academically interested and full of knowledge about orthopedics.”
3. Partner with local athletes or become a team physician. Teaming with local athletes can also be beneficial to orthopedic and spine practices. Ken Austin, MD, an orthopedic surgeon with Rockland Orthopaedics & Sports Medicine in Airmont, N.Y., says, “We are in a small, tight-knit community, so we make sure we serve them in many ways. We take care of high school athletes, and we help to set-up and provide medical support to our local little league. This gets our name out in the community, and if any of the players need care, they usually come to us.” Even if you aren’t a sports medicine physician, volunteering your time to speak with youth athletes and coaches about orthopedic injuries and conditions increases your visibility and can expand upon your reputation as a good physician. Some orthopedists also offer free preseason physicals to school-aged children, which parents and community members often appreciate.
4. Participate in community outreach events. Many orthopedic and sports medicine practices offer coaches and athletes preseason clinics for preventative care education, says Angie Van Utrecht, director of operations at Orthopedic Specialists in Davenport, Iowa. These clinics often draw an audience of potential patients and their parents, who could also be potential patients, says Ms. Van Utrecht. After the clinic, the presenting physician should offer to answer informal, individual questions. This way, parents or athletes can approach the physician and ask questions they did not want to pose in front of a large group.
Ms. Van Utrecht says that when one of the physicians from Orthopedic Specialists offered to answer individual questions, many of the parents lined up to ask questions about injuries or pain they were experiencing. Essentially, the physician gave free advice to the contributing audience members, which helped him form a relationship with future patients. “He absolutely connected with these individuals and took the time to answer all their questions,” says Ms. Van Utrecht.
5. Build a good relationship with practice or hospital leaders. It has become more important for physicians to understand how the business component of their practice is operating in order to make necessary adjustments to counteract rising overhead costs and payment cuts. Understanding the business aspect of the practice helps construct a broader picture of the healthcare continuum and becoming involved in the process can help to ensure new policies are integrated quickly. A positive relationship with practice presidents and administrators also helps expand your network of colleagues and strengthens your reputation as a team player.
