Workers Compensation Marketer Characteristics
A great Workers compensation marketer never seems hard to find unless the marketing is in-person. Workers Compensation marketing has become what one may think is much easier with LinkedIn. Facebook, Google+ and the other social networks. After all, a marketer can cover many clients with a great LinkedIn post, for example.
Actually, when one examines what make a great Workers Comp ancillary services marketer, the “old school” way of doing business seems to drive success. The services referred to in this article are rehabilitation field case managers, pharmaceutical networks, bill review providers, etc.
No matter how many times a marketer posts to LinkedIn or sends emails, the company that wins out will usually be the in-person service providers. One Call Medical, MSC (now part of One Call), PMSI, Corvel, and others have proved that shaking hands and establishing in-person business relationships will always win over prospects.
Whenever I am asked to analyze a company or certain sector of the marketplace, I always tend to look at the marketing budget of a company to see if the numbers can be broken down into in-person marketing expenses. This does not include being at a booth at a big conference.
The marketing budget that I am referring to includes:
- In-person lunches
- In-person visits to the claims office
- Providing CEU credits
- Travel to offices other than a corporate office
- Not being at a booth at a conference
The other side of the coin is service-oriented. There was a time when there were no Pharmaceutical Benefit Management Networks. (PBM’s) Employers and adjusters would have stacks of those little pharmacy receipts everywhere.
Taking those little receipts off a desk and having one line-by-line report to pay saved hours of time. The predecessors to PBM’s were mail order prescription suppliers that basically removed the same receipts and enabled the adjusters to approve one itemized bill.
Insurance carriers and TPA’s have found and will find the cost-cutting along with work reduction as offers they cannot really refuse.
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