Getting paid for services rendered is a big priority for Cogan. A lot of people talk in terms of dollars billed, but I don't believe you've made a dollar until you've collected one. The same attitude is reflected in his dealings with managed-care organizations. Some aspects of managed care simply cost money, and Cogan says that's something he's very reluctant to give up. I choose not to become a victim.
People buy benefits.
If you can show prospective patients that you're a greater perceived value than the doctors who feel they have to participate with discount plans, the patients will come to you, and they'll be willing to pay. It's a strategy that has helped his business grow by leaps and bounds in a relatively short time. It wasn't until 1998 that Cogan really started thinking big. Mich. Cogan's associate from the Farmington location headed out to Bronson, where he and the new practice thrived. It didn't take Cogan long to learn that adding offices did not have to be an overly expensive proposition.