Where would you like to go? Labor Pains - Marketing a Medical Billing Business
QUESTION: I just started a medical billing business and I have a question about marketing. It has been suggested that a good way to get clients is to send a postcard or flyer to 1000 doctors within a one month period and if you don't receive a desired number of responses the same mailing should be repeated two more times (to the same doctors). I have two questions regarding this technique. Is this a good way to market my services? Where is the best place to get the list of doctors? Thank you for any advice that you have. From: Laura Teman - practicalbilling@home.com
ANSWER: When you are marketing a medical billing business, you might want to go for quality instead of quantity. Many successful medical billers have only 5 doctors that they work for and all of the doctors usually have the same specialty. For example, one successful home-based medical biller works only for dentists. Another bills for five doctors and each specializes in cancer treatment.
Specialization is always a good idea when offering a service because those who need your service will have confidence that you understand their needs. Many new business owners do not understand this concept: They believe that the larger the number of people who need their service, the more they will attract. Instead, niche marketing is often the wiser choice.
The specialty you choose will probably depend on which specialty your first doctor client has. As the biller, you will learn a lot about the practice and may even take on some other duties such as ordering needed supplies. Once you have that practice under control, you could ask for a referral to a colleague, or approach other doctors with the same specialty. A personalized letter of introduction which includes a letter of recommendation from your first client could open the right doors. A follow-up telephone call could get you that important interview.
A listing in the Yellow Pages and other directories that doctors in your area might use could also be valuable and cost less than multiple mailings. Building your business one practice at a time will assure that you can meet the needs of all of your clients before taking on more work.
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