Business development Caroline Fuchs, VP

Journal of the American Chiropractic Association, Nov 2002

Our Mission

The business development department focuses on delivering member services and acquiring non-dues revenue through partnerships with corporate suppliers to the chiropractic community. Taking the form of product endorsements, sponsorships, and advertising, partnerships with the supplier community provide doctors of chiropractic with product and service information that can have a positive impact on their practices and assist them as they serve their patients.

Business development also manages the many educational products and services found in the ACA catalog and on ShopACA.com. By actively working with other internal departments and volunteer members, ACA has brought needed information to the chiropractic profession about insurance, reimbursement coding, Medicare, ERISA, HIPAA compliance, practice promotion and more. With more than 100 individual products available at special member pricing, the ACA has sealed its reputation as an accurate, timely, and cost-effective provider of essential professional information.

The Team

The core business development department team anticipates successful continuation of corporate partnerships and other product development activities thanks to the involvement of other ACA staff, Dr. Linda Zange as chair of the Business Development Committee, other Business Development Committee members, and many other supportive council members.

Product Endorsements

ACA will enter 2003 with 12 product endorsements. After meeting rigorous review requirements and receiving approval from the board of governors, endorsed programs are eligible to use the ACA endorsement seal on product and service promotions for a royalty fee. Endorsements vary from one- to three-year terms, exclusive and/or non-exclusive. Use of this seal builds awareness within the chiropractic profession and with the general public and signifies a high degree of quality. ACA extends its appreciation to the following corporate partners:

Practice Management Services

Breakthrough Coaching, LLC Dallas Humble, Inc. Kats Management, Inc.

Patient Products and Services

Springwall, Inc.-mattresses Foot Levelers, Inc-orthotics Innovative Choices, Inc. -Therapeutica Pillow Spartan, Ltd - Chiropak backpack Computer Wellness-Desktop Doctor

DC Products and Services

MD Online Osteometer MediTech Sleep and Wellness Centers PassYourBoards.com

JACA Advertising and Sponsorship Sales

Beginning in the fall of 2001 and continuing into 2002, ACA saw a decline in advertising sales. This followed the national trend, which reflected a downturn in the economy. We are optimistic about meeting and exceeding goals in the next fiscal year through increased advertising frequency with our current advertisers and through expanded outreach efforts to new advertisers.

Fortunately, we had an increase in meetings sponsorships. In one case, we exceeded the budgeted NCLC sponsorship sales by almost $20,000. We expect the 2003 NCLC and HOD sponsorships to generate even more interest among corporate suppliers.

Six issues of ACA Today had corporate sponsors. We'd like to thank FedEx, NCMIC, and Osteometer MediTech, Inc. for their support of this important professional newsletter.

Affinity Programs

ACA continues to provide valuable services to mem. bers through its affinity partners. Companies such a MBNA America, FedEx, Paymentech, and others have provided meaningful services to members that help them with details of running a business.

American Chiropractic Foundation (ACF) Products and Promotion

ACA introduced several new publications and teleconference audiocassettes in 2002, including:

* ACA's Official 2002 Coding Solutions Book with an 11-page HIPAA brochure

* Medicare Solution Manual, 2nd Edition

* Doctors of Chiropractic. Part of Your Hospital System

* Revised Practice Prons Tool Kit

* Revised Research Brochure

* HIPAA Compliance -telephone conference audiocassette

* New ERISA Claims and Regulations -telephone conference audiocassette

With the development of new products, ACF product sales increased approximately 30 percent from 2001 sales. We look forward to continued sales increases with the introduction of new 2003 products-look for the new Coding Solutions Book and a clinical documentation book-and through innovative promotional activities that genuinely connect with prospective buyers.

A Winning Combination

ACA and the chiropractic profession obtained a high degree of visibility through a combination of seminars, an expert speaker, and an endorsed product. It all came together with the back-to-school topic of backpacks. Dr. Scott Bautch -past president of the ACA Council on Occupational Health, a frequent ACA speaker on backpack ergonomics, and a seminar leader on how to conduct a backpack program in the school system -was recently interviewed for a USA Today article and was featured on a Detroit radio show. In these interviews, Dr. Bautch not only speaks about the importance of a well-fitting backpack, but he also recognizes the Chiropak backpack, distributed by Samsonite, as an ACA-endorsed product.