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The physician’s prescription for success: New private practices are finding PR counsel essential


July 3, 2012

The once-popular solo medical practitioner model is now giving way to the idea of larger practices that incorporate multiple physician specialties under the management of one large group practice.

As a result, many small medical groups are turning to PR consultants to help them create awareness for their practices and communicate with their patients more efficiently. Also, independent medical practices are realizing that they need to stay in step with changing reimbursement structures from insurance companies and the government. Payments to physicians in the future will be based as much on patient outcome as the cost of services.

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Ellen Crane Schulman, APR Ellen Crane Schulman, APR, has more than 30 years of experience in public relations. She worked for Alcoa, Hill and Knowlton and American Airlines before opening her own firm in 2000. Website: www.ellenschulman.com.

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