COE Marketing and Business Development 2

Question 1

A co-management arrangement between an ophthalmologist and an optometrist is MOST valuable from a business development perspective because it:

Accepted Answer

Creates a structured referral relationship that benefits both providers and improves patient access

Answer

Eliminates the need for the practice to carry malpractice insurance

Answer

Allows the practice to bill under the optometrist's NPI number

Answer

Reduces the need for marketing directly to patients

Question 2

The return on marketing investment (ROMI) formula most commonly used in healthcare practice management is:

Accepted Answer

(Revenue attributable to marketing − Marketing cost) ÷ Marketing cost × 100

Answer

Total marketing spend ÷ number of patients seen

Answer

Net profit ÷ gross revenue × 100

Answer

New patients acquired ÷ total marketing impressions

Question 3

Which digital marketing strategy is MOST effective for establishing clinical authority and educating patients about ophthalmic conditions?

Accepted Answer

Publishing patient-focused educational content through a practice blog or website

Answer

Pay-per-click display advertising on social media

Answer

Purchasing email lists from third-party vendors

Answer

Sponsoring local sporting events

Question 4

A practice's market share in its geographic area is best calculated as:

Accepted Answer

The number of patients seen by the practice divided by the estimated total number of patients seeking eye care in the area

Answer

The practice's total revenue divided by its number of physicians

Answer

The practice's net profit margin compared to the industry average

Answer

Total surgical volume divided by the number of OR days available

Question 5

When launching a new service line such as a dry eye clinic, which marketing approach is generally MOST cost-effective for an established ophthalmology practice?

Accepted Answer

Notifying and educating existing patients through direct communication channels such as email or patient portal messages

Answer

National television advertising

Answer

Billboards on major highways

Answer

Purchasing prime-time radio spots

Question 6

Search engine optimization (SEO) benefits an ophthalmology practice website primarily by:

Accepted Answer

Improving the website's organic ranking in search results so patients can more easily find the practice

Answer

Guaranteeing the first position in paid search results

Answer

Automatically verifying insurance eligibility for online appointment requests

Answer

Creating patient education videos for clinical use

Question 7

A 'call to action' (CTA) in a healthcare marketing communication is best described as:

Accepted Answer

A clear directive encouraging the audience to take a specific next step, such as scheduling an appointment

Answer

A compliance requirement mandating patient notification of privacy practices

Answer

An internal staff memo outlining new marketing protocols

Answer

A regulatory filing submitted to state health departments