This page contains a Flash digital edition of a book.
PRACTICE MANAGEMENT | WRITING A BOOK | start with an outline. An outline forces


you to think about how you will organize your content. Consider the most logical order for the reader to follow. Arrange your outline into chapters, and then further divide each chapter into subchapters. Generally, it is a good idea to keep chapters to a similar size in terms of pages or word count for consistency. Book outlines are subject to many


changes along the way, so it does not have to be set in stone. Your book may not end up following your outline exactly, which is perfectly fine. It is the author’s prerogative, that is, if you are self-publishing. If you choose to go the route of working with an agent and submitting a formal book proposal to a commercial publisher in the hopes that someone will buy it, the process will be infinitely more restrictive and complex. The final consideration is whether you


want to include patient photographs in your book. If so, you will need to get bulletproof photo consents from every patient, and good quality high-resolution photography for print. Color photos will add considerably to the cost of producing the book, so the exact number of photos and where best to place them is a key consideration. Line drawings and illustrations are also helpful to explain key concepts in lay terms, and should be created by a professional medical artist or illustrator expressly for your use.


Choosing a title The title should be attention grabbing and memorable, and it should concisely convey what the book is about. In general, the best titles are one to three words. For example, the last consumer beauty book I wrote was entitled; Plastic Makes Perfect (Orion 2008). Think of some of the best


on Amazon and into book distributors. If you plan to self-publish, consider a short print run of 250 or 500 copies to avoid the book becoming out-dated or having to store them in your office. Another route is to just publish your manuscripts to eBooks.com, which is the least expensive way to do it. You can also create a short book as a PDF that can be downloaded from your website, but that tactic will only get you so far. Many authors opt for a combination of both printed copies and a digital


your prospective title on booksinprint.com and search for the title you want to use online to determine its viability and avoid any potential copyright infringements. Next on the list is getting a well-designed


front and back cover. This is what the reader will look at to determine whether they want to open the book. The spine is what people see when they are looking for a book in a library or bookstore shelves. Your book cover should tie into your practice or personal branding and will require a professional designer. Remember: A cover can make or break a book.


Self-publishing options The self-publishing route is the natural choice for many physicians. The main advantages of self- publishing are that it allows the author to have complete control over the process; from


Two good reasons to write a book are to communicate


something that hasn’t been said a million times before, and to establish yourself as an expert on the subject.


sellers in this category; The Wrinkle Cure by Nicholas Perricone broke the mould, followed by South Beach Diet by Arthur Agatson, MD. Along with a catchy title, the book


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should also have a defining subtitle. The subtitle should explain the book’s content in greater detail and entice the reader to dig in. Survey the market to see what other titles and subtitles are out there. Look for


subject, title, tone, content, structure, design, length, and most importantly, timing. To be a self-published author you will


need to secure an ISBN, a unique bar code assigned to your specific book title. Seek out a publisher who can take your project from concept to a finished book in a timely and cost-effective manner. They can also assist you in getting your book


January/February 2016 | prime-journal.com


version. In general, it is a good idea to have a supply of printed copies to sign and hand out to patients and referral sources, sell through your practice website and social media platforms, and give to media. If you do a lot of speaking engagements and seminars, having a book in print is a big selling point and makes a perfect giveaway for guests.


Marketing your book Long before your book is in print, your To Do list should include how to market the book and get the word out. Enlist your business manager or marketing consultant to develop a comprehensive book marketing plan before the book is completed. It is important to strike while the book is new and fresh, especially in terms of media outreach. Send out a press release on a professional newswire to launch the


book for starters. Make a list of all the patients, colleagues, media contacts, and friends of the practice who you want to send a signed copy of your book to. A printed book or eBook can also be a great hook for getting people to sign up on your website, grow your mailing list, or like your Facebook page and more. If you are eager to expand your market,


attract more patients, and elevate your profile, writing a consumer book can be a worthwhile pursuit. Having a book can offer greater reach than an ad in a magazine that has a short shelf life or many other paid marketing activities. Now let's talk about your writer’s block?


YOUR VOICE FINDING


Determine whether the book should be in the first person — 'I wrote this book to educate my


patients…' — or in third person format — 'Dr Smith wrote this book to educate his patients…'. My advice is to write a book in your own voice as the expert and author, in the same tone you use to talk to patients. This will make the voice seem more authentic so readers will feel like they know you.


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