The Challenge of Niche Markets - AAPCstatic.aapc.com/ppdf/aapc/Marketing-a-Modern-Business.pdf ·...
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4/25/2013 1 Bevan Erickson | VP, Marketing 2013 The Challenge of Niche Markets The Challenge of Niche Markets
Transcript of The Challenge of Niche Markets - AAPCstatic.aapc.com/ppdf/aapc/Marketing-a-Modern-Business.pdf ·...
4/25/2013
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Bevan Erickson | VP, Marketing2013
The Challenge of Niche MarketsThe Challenge of Niche Markets
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DemographicsDemographics
KNOW YOUR AUDIENCE
AAPC MembershipAAPC Membership
120,000+ Members
40,000
60,000
80,000
100,000
120,000
-
20,000
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Region MembersRegion Members
Northeast (1)
Great Lakes (6)Southwest (5)Southeast (4)
Mid Atlantic (3)Atlantic (2)
Northeast (1)
0 5000 10000 15000 20000
West (8)Mountain/Plains (7)
Region Members (recent growth)Region Members (recent growth)
WEST NORTHEAST MID ATLANTIC SOUTHEASTState # Increase State # Increase State # Increase State # Increase
California 8559 14% New York 5818 26% North Carolina 4519 19% Florida 9120 17%
W hi 2701 19% C i 2331 6% Vi i i 4226 18% G i 4205 16%Washington 2701 19% Connecticut 2331 6% Virginia 4226 18% Georgia 4205 16%
Oregon 1413 6% Massachusetts 2280 17% Kentucky 2742 14% Tennessee 3399 2%
Hawaii 706 25% Maine 994 3% South Carolina 2447 23% Alabama 1931 14%
Nevada 693 56% New Hampshire 762 7% West Virginia 795 8% Totals 18655 13%
Alaska 612 27% Rhode Island 669 34% Totals 14729 18%
Totals 14684 16% Vermont 405 8% MOUNTAIN/PLAINS
Totals 13259 17% SOUTHWEST State # Increase
GREAT LAKES State # Increase Arizona 3064 10%
State # Increase ATLANTIC Texas 6734 21% Colorado 2084 14%
Ohio 4804 8% State # Increase Missouri 2796 2% Utah 1648 24%
Illinois 4094 18% Pennsylvania 5001 19% Louisiana 1649 21% Iowa 1005 29%
Mi hi 3896 14% N J 2638 19% K 1446 6% Id h 876 18%Michigan 3896 14% New Jersey 2638 19% Kansas 1446 6% Idaho 876 18%
Indiana 2474 23% Maryland 2313 15% Oklahoma 1090 18% Nebraska 842 22%
Wisconsin 2254 19% Delaware 466 16% Mississippi 992 32% New Mexico 747 20%
Minnesota 1487 34% Wash DC 86 83% Arkansas 936 17% Montana 612 12%
Totals 19009 16% Totals 10504 18% Totals 15643 15% South Dakota 510 26%
North Dakota 399 6%
Wyoming 161 20%
Totals 11948 17%
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GenderGender
male, 16%
female, 84%
AgeAge
18 25
46-50
36-45
26-35
18-25
0% 10% 20% 30%
50+
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EducationEducation
0% 10% 20% 30% 40% 50%
High School
Some College
Associate's
Bachelor's
Master's
Doctorate
WorkplaceWorkplace
0% 5% 10% 15% 20%
Health SystemHospital (outpatient)
Large Group Practice (50+)Small Group Practice (2-10)
Medium Group Practice (11-49)Billing Company
Hospital (inpatient)Payer/Health Plan
Solo PracticeEducational Institution
Other
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ResponsibilityResponsibility
0% 10% 20% 30% 40% 50%
Coding/Coding Management
Billing/Billing Management
Auditing
Compliance
Practice Management
Other
Marketing TacticsMarketing Tactics
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Logo/CollateralLogo/Collateral
99designs.com: $200
AAPC in 1999AAPC in 1999
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AAPC in 2007AAPC in 2007
AAPC TodayAAPC Today
All marketing efforts drive traffic to website
The death of the traditional sales rep
Domain: $10/annuallygodaddy.com
Hosting: $10/monthhostgator.com
T l t $50 Templates: $50themeforest.net
Custom Design: $30099designs.com
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AAPC Website: Monthly Visit AverageAAPC Website: Monthly Visit Average
1 400 000 1 250 000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
125 000275,000
400,000
625,000
1,000,000
1,250,000
0
200,000
2007 2008 2009 2010 2011 2012
125,000
Google AnalyticsGoogle Analytics
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Google AnalyticsGoogle Analytics
Unique visitors, visits, page views
Bounces
New vs. Old
Source of traffic
Time on site
Geographic location Geographic location
Computer operating system
Browser/Screen Resolution
Real-time Reporting (who’s on RIGHT NOW)
AAPC Website: Traffic SourcesAAPC Website: Traffic Sources
Referrals,
Direct Traffic, 17%
,8%
Search Engines,
75%
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Search Traffic: Paid vs. FreeSearch Traffic: Paid vs. Free
Paid, 2%2%
Free, 98%
Search: Paid vs. FreeSearch: Paid vs. Free
P id Li i Paid Listings: Cost - $0.10 to $50/click
2% of AAPC’s Search Traffic
Free Listings: Requires optimization
efforts
98% of AAPC’s Search Traffic
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Keyword SearchKeyword Search
Don’t guess, know what your customers are hi fsearching for.
Top tools:Wordtracker
Trellian’s Keyword Discovery
Google Adwords Keyword ToolGoogle Adwords Keyword Tool
Google Google AdwordsAdwords Keyword ToolKeyword Tool
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Top KeywordsTop Keywords
1. What is Medical Coding
2 Medical Coding and Billing2. Medical Coding and Billing
3. Medical Coding Jobs
4. Medical Coding Courses
5. Medical Coding Salary
6. Medical Coding Online
7 Medical Coding Training7. Medical Coding Training
8. Medical Coding Schools
9. Medical Coding Certification
10. Medical Coding Pay
Keyword TrendsKeyword Trends
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SEO (Free): OnSEO (Free): On--PagePage
Domain: www.codingschool.com
URL: www codingschool com/online coding course html URL: www.codingschool.com/online-coding-course.html
Meta Data (Tags): Titles/Keywords/Descriptions
Body: Title, Content (H1, bolding, saturation, good content, fresh content)
Theme of Site: (how the search engine categorizes your site)
Interlinking: e g: BAD: For information on our online coding class, click here
GOOD: Get information on our online coding class
Meta Data (Tags)Meta Data (Tags)
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BodyBody
Search Optimization: OffSearch Optimization: Off--PagePage
Backlinks: Forums Forums
Blogs
Social Media (Linkedin, Facebook, Google+, Twitter, YouTube)
Other Top Websites
Avoid: Link exchanges
Directories
Spamming links
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Google BombGoogle Bomb
Results of OptimizationResults of Optimization
With new sites, don’t expect to see results for months
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Top KeywordsTop Keywords
Top KeywordsTop Keywords
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Top KeywordsTop Keywords
Top KeywordsTop Keywords
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Top KeywordsTop Keywords
Top KeywordsTop Keywords
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Top KeywordsTop Keywords
Top KeywordsTop Keywords
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Top KeywordsTop Keywords
Top KeywordsTop Keywords
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Paid Search: Google Paid Search: Google AdwordsAdwords
Cost: $0.10 to $50/click
Target local area (zip codes)
Landing page needs to match ad
Online NetworkingOnline Networking
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AAPC’s Social Media PresenceAAPC’s Social Media Presence
Social MarketingSocial Marketing
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Social MarketingSocial Marketing
LinkedinLinkedin GroupsGroups
Healthcare Executives Network88,617 Members88,617 Members
Medical Billing & Coding Forum13,297 Members
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Offline NetworkingOffline Networking
Local Chapter Meetings
Local Conferences Local Conferences
State Societies
Health systems
Groups, Large Facilities
EmailEmail
AAPC’s Emailing: Members: 120 000+ Members: 120,000+
Subscribers: 100,000+
Pricing: 500 list - $15/month
100,000 list – $1,000
( t t t t (constantcontact.com, listrak.com)
Growing Subscribers: Free content
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Print AdvertisingPrint Advertising
Full Page Ad ( h)(one month)$10,000
Alternatives to PrintAlternatives to Print
Articles: 100+ annually
Speaking Engagements: 75+ annually
Interviews: 50+ annually
Social Media: Daily contributions
Press Releases: Free submission services Press Releases: Free submission services
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SummarySummary
Branding (Logo/Collateral)
Website (all other efforts should drive traffic here)
Search Marketing (SEO, PPC)
Online Networking (Linked to start)
Offline Networking (LC Meetings, Partnerships)
E il M k ti ( t i li t) Email Marketing (grow an opt-in list)
Alternatives to Print (articles, speaking)
Questions?Questions?
