American Association for Physician Leadership


Medicine is a Practice: The Rules for Healthcare Marketing


Medicine is a Practice: The Rules for Healthcare Marketing is specifically designed as a valuable resource for physicians, healthcare professionals, office managers, and independent practice professionals. This comprehensive book by practice management and patient-centered care expert Neil Baum, MD, provides detailed discussions, guiding readers towards financially successful management practices.

Baum, a practicing physician based in New Orleans, Louisiana, draws from real-world examples that have proven successful in his healthcare practice. It aims to assist physicians and medical practice administrators in creating the practice they have always envisioned—a practice that is both productive and profitable.

By implementing the tried-and-tested suggestions derived from Baum's practice and other successful examples, physicians can enhance their relationships with existing patients and attract new patients to their practice.

Topics covered include smart technology implementation, effective marketing and referral strategies, leveraging social media, strategic planning, and cultivating a patient-centered healthcare practice. This book also delves into the non-clinical aspects of running a medical office, ensuring a comprehensive approach to practice management.

About Author(s)
Table of Contents

Neil Baum, MD, is professor of Clinical Urology at Tulane Medical School in New Orleans, Louisiana. He is the author of Marketing Your Clinical Practice-Ethically, Effectively, and Economically, which is in its 4th edition, has sold over 175,000 copies, and has been translated into Spanish.  He also wrote The Complete Business Guide to a Successful Medical Practice, published in 2015.  He has written a book, What’s Going on Down There?, which has served as a guide for women’s health.  He has written ten books on practice management and the business of medicine.

Baum was the columnist for American Medical News for more than 25 years.  He wrote the popular column, The Bottom Line, for Urology Times for more than 20 years.  He has authored or co-authored over 350 articles that have appeared in peer-reviewed medical publications on various urologic topics, as well as articles on practice management.

He has recently published a book, The Business Basics of Building and Managing a Healthcare Practice (Springer 2020), which emphasizes the importance of being involved in the business of medical practice.

Baum offers practical ideas and suggestions that have been tested in his practice or used by other physicians to significantly improve the efficiency and productivity of their medical practices.

For over 45 years.

The American Association for Physician Leadership has helped physicians develop their leadership skills through education, career development, thought leadership and community building.

The American Association for Physician Leadership (AAPL) changed its name from the American College of Physician Executives (ACPE) in 2014. We may have changed our name, but we are the same organization that has been serving physician leaders since 1975.


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American Association for Physician Leadership®

formerly known as the American College of Physician Executives (ACPE)