“Keep your ear to the customer” is a central tenet of effective marketing. Awareness of how your services are used and valued can be especially important in a field like occupational medicine, where the people you treat are often not the ones who contract for those services. There are many ways to keep your ear to the customer, and there are many customer subgroups. “Customers” might include patients, employers, carriers/payors, or specialists. Keeping close to these constituents invariably involves the use of multiple modalities such as e-mails, periodic phone calls, patient satisfaction instruments, and questionnaires.

Keeping Your Ear to the Customer

Frank H. Leone, MBA, MPH

Author and President of RYAN Associates