All of this started happening prior to the Affordable Care Act, or “
Obam-acare,” but the ACA has certainly driven it faster. The evolution and experimentation in provider delivery models since the ACA was signed into
law has been profound: horizontally integrated hospital networks, vertically integrated healthcare delivery networks, providers integrating with
payors, ACOs, and all manner of provider-provider affiliations.
One of the key changes in these new models is that providers are changing
both the criteria and processes by which they make decisions to purchase
products and services. The important point for vendors is that basic
clinical efficacy is no longer sufficient to make a sale. Providers’ focus has
shifted dramatically to making such decisions based on long-term clini-
cal efficacy, system-wide impact, and the overall economic ramifications
of the medical product or service
under consideration.
Unfortunately, many medical
product manufacturers are ill-equipped to address these changes.
When it comes to showing value,
a simplistic product bundling and
volume discounting program are
too frequently the only offering
manufacturers bring to their offer
customers.
SALES AND MARKETING
