-
Chapter 1 The Marketing Mind-set
The Perpetual Planner
The Techno Wizard
The Marketing Maniac
The Middle of the Road
Reasons Why Businesses Aren’t as Successful as They Should Be
-
Chapter 2 Positioning (or Differentiating Yourself from Your Competition; Carving a Niche)
Who is Your Competition?
Setting Yourself Apart From Your Competition
-
Chapter 3 Researching Your Market
Researching the Medical Claims Market in Your Area
How to Conduct a Market Survey
Primary Research
The Mail-out Survey
Sample Survey Cover Letter
Sample Marketing Survey
Telemarketing Survey
Secondary Research
Yellow Pages
Hospitals
Medical Associations
Medicare
Chambers of Commerce
Economic Base
Demographic Characteristics
-
Chapter 4 Defining Your Target Market (or Targeting Potential Clients; Who are Your Clients?)
Types of Providers/Specialties
Good Candidates for a Billing Service
Non-EMC Providers
Geographic Boundaries
Medical Market Profile/Dental Market Profile
Qualifying: the Characteristics of a Good Prospect
Conducting a Survey by Telephone
Final Notes on the Survey Approach to Market Research
Timing Your Calls
Dealing With Rejection
Making the First Call
The Rewards
Final Note
Additional Marketing Tips
Dentists vs. Physicians
Competition for Patients
Use Medicare for Help
-
Chapter 5 Developing a Marketing Plan (Creating a Plan; Plan of Action)
Creating a Budget
Tools, Techniques, and Implementation: Developing a Promotional Strategy
Networking
Phone Calls
Letters
Using Direct-Mail Letters to Find Clients
Membership in Associations
Seminars
Civic and Social Events
Publicity
Media Interviews
Published Articles
Newsletters
Volunteer Work
Advertising
Yellow Pages
Direct Mail
Directory Listings
Newspapers
Magazines
Promotional Materials
Business Cards
Brochures
Advertising Specialty Items
Trade Shows
Choosing the Right Mix
-
Chapter 6 Charting Your Progress
Measuring and Evaluating Results
Contact Management Software
Follow-Up
-
Chapter 7 Understanding the Benefits EMC Provides (And How to Use Them to Sell Your Service)
Current Statistics
Paper Submission vs. Electronic Submission
What’s in it for Me? (Benefits!)
Benefit: Turnaround Time
Benefit: Accuracy
Benefit: Cost Savings
-
Chapter 8 Publicity and Public Relations
Submitting Articles for Publication
Writing Newspaper Editorials
Press Releases
Writing Articles About Industry Trends
Writing a Newspaper Column
Radio and Television Talk Shows
Networking and Word of Mouth
Places to Network Everybody
Chamber of Commerce
Local Fund Raisers
Local Service Organizations
County/City Medical Associations
Health Fairs
Medicare and Medicaid Seminars
National Medical Organizations
Better Business Bureau
Hosting an Event
Networking Groups
Volunteer
Public Speaking
Give a Seminar
Teamwork
-
Chapter 9 Marketing Material Design and Production
Introduction
Creating Effective Advertising
Design and Production
Desktop Publishing Software
Specialty Papers
Advertising Professionals
Flyers
Brochures
Company Brochure
Sales Brochure
Direct Mail
Surveys
Postcards
Newsletters
Appointments/Personal Interviews
Newspaper Advertising
Yellow Pages Advertising
Local Medical Journal Advertising
Advertising Specialties
-
Chapter 10 Additional Marketing Tips
The Appointment
Personal Appearance
Ask Questions
Offer Solutions
Dealing with Objections
Closing
Negotiating Charges
Customer Service
References/Resources
