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

A formal co-management arrangement builds a mutually beneficial referral pipeline, increasing surgical case volume while ensuring the optometrist's patients receive specialized care.

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

ROMI measures how much revenue each marketing dollar generates relative to its cost, expressed as a percentage, allowing practices to compare channel effectiveness.

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

Content marketing through educational articles and blog posts builds trust, improves search engine visibility, and positions physicians as authoritative sources for eye health information.

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

Market share represents the proportion of available patients in a defined area that the practice captures, indicating competitive position in the local market.

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

Leveraging the existing patient base through targeted internal communication is low-cost and reaches people already familiar with and trusting of the practice.

COE - Certified Ophthalmic Executive Practice Test

COE - Certified Ophthalmic Executive Practice Test

COE Marketing and Business Development 2