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Marketing and Strategy
Gary L. Moss, OD, MBA, FAAO and Peter G. Shaw-McMinn, OD
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This exciting new book is the first written especially for eyecare professionals to focus on a business management perspective. As never before, you will be able to take business concepts and apply them to your eyecare practice to increase revenue and enhance patient satisfaction. Eyecare Business: Marketing and Strategy will help you gain a competitive edge in the changing world of eyecare.
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.
By Gary L. Moss, OD, MBA, FAAO, Associate Professor of Community Care and Public Health, New England College of Optometry, Boston; Adjunct Instructor, Emmanuel College, Boston, MA; and Peter G. Shaw-McMinn, OD, Assistant Professor of Clinical Science, Southern California College of Optometry, Fullerton, CA
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