Creating Your Practice Identity; Developing Your Marketing Goals; Assess ing Your Market Opportunities; Identifying and Targeting Patients; Build ing Long-Term Patient Relationships; Managing the Marketing Mix; Underst anding Patient Satisfaction; Formulating Your Marketing and Business Str ategy; Implementing and Controlling Your Plan; New Marketing Technologie s; Marketing Your Practice for Sale; Concluding Remarks 'This is a book to study, explore, reread and, most importantly, help you learn each day on the frontline of patient care and health care business. It is the first substantive text, seeped in the science of today s MBA programs, which serves the sophisticated information needs of today s eyecare business clinician. This work is rich with solid referencing, crisply written narratives, and real life examples. Simply put, Drs. Moss and Shaw McMinn have delivered the new standard bearer for excellence in eyecare practice management. My advice tackle this book head on. Immersion in this work will catalyze you to reinvent your approach to health care business, and of course, don t forget to enjoy reaping the rewards.' From the Foreword by Barry J. Barresi, O.D., Ph.D. , Vice President for Clinical Care and Services; Professor of Health Policy, New England College of Optometry, Boston Moss and Shaw McMinn...present a readable and complete analysis of the business aspects of an eye care practice... Both authors have a great deal of experience in the field of teaching eye care management... [This book] provides an easy and pleasant avenue for acquiring business and marketing skills in our complicated, high tech care environment. 'Annals of Ophthalmology Covers the basics of marketing, finance, strategy development, management, communication, and technology. Self-assessment exams serve as educational tools. Short teaching cases, clinical examples, and exercises help you adapt theory and concepts to your own practice. Action plans at the end of each chapter help jump-start the development of your own eyecare marketing program.