We've talked before here about marketing to niches by job titles. HCPro started an association called the National Association of Healthcare Revenue Integrity by looking at registrations for events they were already doing and noticing "a new title popping up that we had never seen before," Elizabeth Petersen, project director for Simplify Compliance, said. "It was revenue integrity specialist. We started picking up the phone and calling customers, [asking], 'What does that mean?'