The Patient Protection and Affordable Care Act, which originated as “Health Care Reform” is probably the largest  marketing/sales opportunity you will come across for a long time.

There is something for everyone to love and hate in this legislation.  The law affects large employers, small employers, individuals and even tax-exempts.

Obviously there are a multitude of health insurance issues involved, but for those who can see the forest for its trees, there are also income tax issues, retirement plan issues, wealth management issues, not to mention all the changes to Medicare and Medicaid. 

The law includes an assortment of potholes, loopholes and hidden taxes that you can use to your advantage in your marketing efforts. 

At a minimum this legislation gives you an excuse to make contact with existing clients and all those prospects you’ve been chasing the past few years.  You now have something to discuss with them that is extremely important.

You've heard me talk about developing an expertise and promoting yourself as an expert.  This is your opportunity to do just that.  There are numerous areas of expertise ready to be carved out of this legislation.

In order to benefit from these opportunities you must become thoroughly versed in as many aspects of the Patient Protection Act as you can.  This will require an investment of time and energy on your part, but once completed you’ll find yourself miles ahead of your competition. 

After completing the groundwork you can begin to create a simple marketing plan.  Stay focused on the basics: identify your target market, determine the media you will use and create a compelling message.

Don’t try to be all things to all people.  Focus on a specific target and tell your prospects what’s in it for them.  Develop triggers that will stimulate hot buttons and stir the emotions of your prospects.

One plan might be to set up a seminar series.  This won’t be just another living trust seminar.  You’ll have something that is fresh and novel to talk about; something that everybody is interested in.

If you take the time to develop the expertise and create a marketing plan, this piece of legislation should keep you busy for months to come and possibly years.

We've included a link to a Special Report prepared by CCH, Commerce Clearing House discussing various aspects of the new law.  Included are references to more in-depth resources.

CCH Briefing Highlights Employer, Medicare Provisions

of Health Care Reform Proposals

http://www.cch.com/press/news/2010/ 20100322eh.asp


Here is an additional link to information on the rollout
of health care tax credits for small businesses and tax-exempts.

http://www.sacbee.com/2010/04/20/2690429/small-businesses-qualify-for-health.html