Practice providers and office managers may think marketing requires a lot of money due to the cost of implementing newspaper ads, radio spots, TV commercials, or brochures, but these are only one component of marketing. According to Neil Baum, MD, a practicing urologist in New Orleans and a nationally known speaker and author, there are easier ways to market your practice that will also improve your bottom line. Baum introduced the four pillars of success in marketing during the audioconference "Physician Practice Marketing: Strategies to boost your bottom line." The audioconference aired in July and was sponsored by HealthLeaders Media.

Jill Medzelewski, CEO of UrologyAustin, PLLC, in Texas, says she considers herself the captain of the ship. "All decisions run through me," Medzelewski says. "I meet with the office managers and talk about the projects in place and the changes that we're making." Medzelewski is essentially in charge of a practice with 15 physicians, close to 60 employees, and seven locations spanning a 30-mile stretch across the city of Austin. There are two centers in north Austin, two in south Austin, one in central Austin, and two in Round Rock.

Medicare has created a list of fraudulent or unacceptable billing practices that may result in a referral to the Office of Inspector General for criminal, civil, or administrative action. Although this report is based on Medicare compliance guidelines, these guidelines are applicable to other third-party payers. The areas of fraudulent billing to be discussed are billing under another provider's number, "incident to," signature on file, advanced beneficiary notices (ABN) using the GA modifier, documentation in chart, and patient identity theft.

Colleagues of Daniel Palestrant, MD,1 say he has a desire to contribute to society in several ways. He originally wanted to practice medicine and devote his life to patient care, but after giving it much thought, he decided to change his life's path, realizing it was more important to reach the healthcare community at large and make an ongoing impact. As the CEO of Cambridge, MA-based Sermo, Inc., Palestrant developed his concept into an online community where physicians and others in clinical medicine can communicate their ideas, problems, and solutions and essentially network in the process.