Software value proposition for health care providers

Here’s the value proposition:

[Our medical record reporting system] helps [hospitals] [attract physician referrals] by [making it easy for physician offices to produce reports on demand].  Whereas [getting data out of medical record systems typically requires custom programming], our system [enables office administrators to produce reports themselves using a few simple commands].

Starting this year, physicians need to demonstrate “meaningful use” of medical records to qualify for financial incentives.  [Sign up for our system today and attract more referrals by becoming the hospital that helps physicians increase the reimbursement they receive from insurers.]

Inertia favors the status quo

For many organizations, purchasing new solutions represents risk. For this reason, there are strong motivations to maintain the status quo.

These organizations, therefore, will only act when they believe that doing so will give them a significant edge–or that failing to act will take them out of the game.  Therefore, it is incumbent upon vendors to persuade prospects that circumstances have changed–and maintenance of the status quo is no longer acceptable.

Look for change that will disturb the status quo

In this example, the vendor that created the above value proposition, looked for change that would disturb the status quo.  He found it in health care reform.

As of today, more than 50% of physician practices have implemented EHRs.  The ubiquitous installation of medical records will once again change the status quo.

Disturbances to the status quo create opportunity

Once physicians have electronic access to patient data, they will want applications that will help them improve the quality of the care they provide–or streamline operations and reduce costs.  The problem is that most EHRs deliver only standard reports, thereby creating an opportunity for a vendor that can help physicians access the information they are now collecting.

Follow the money

To help physicians unlock the data in their new electronic systems for other applications, the vendor in question created an “ad hoc” reporting system.  Because the average physician practice is relatively small, the company decided to target hospitals and hospital systems, in competitive markets, with its new solution.  Following the lead of the EHR vendors, their aim is to sell hospitals on subsidizing physicians’ purchases–to increase loyalty and referrals.

Developing a value proposition that compels action

To develop a value proposition that compels action, look for economic, social, cultural, regulatory, or technology changes that have the potential to disrupt the status quo.  Then, compel your prospects to action, by raising their awareness of the implications of this disruption for their business–and offering them a solution that will capitalize on the opportunity or minimize the associated risk.

Related posts:

1. Health Care Information Technology: The prescription for successful implementation
2. Health care reform: people, processes, data, oh my!
3. Social media works—more than 600 attend Boston health care conference
4. Putting health care EMRs in the cloud

A lot of the work I do is at the intersection of health care and technology. Yet, I didn’t hear about last Thursday’s conference on Transforming Health Care until a few weeks ago. No else did either.

In fact, organizer Steve Wardell only began publicizing the event in the last 6-8 weeks. Yet, more than 600 people attended—including many local luminaries who not only follow, but make health care news in Boston.

So what attracted the crowd? I believe that in this case the medium was the message.

Strong offer is just the beginning

Certainly, the topic—Impact and Opportunity in the Obama Plan–was compelling. Yet, with the ink still wet on the Obama health care plan, no one really has enough information to assess the specific implications of the plan for health care providers, health care payers, or health care software developers. And, the speakers said as much.

The speakers were also remarkable. Two, Charlie Baker and James Roosevelt, lead major Boston-based health plans and have been influential in shaping state and national health care policy. John Glaser is the CIO at Partners Health Care, the largest health care provider in Massachusetts. Jonathan Bush is the CEO of a successful health care technology provider and a cousin of former President Bush. Moderator Scott Kirsner, known for his sharp wit and incisive observations writes about innovation for The Boston Globe and other leading news publications.

Nevertheless, I don’t think the speakers can account for the record-breaking crowd either. Despite the fact that all of them are important thought leaders, each works locally and there are other opportunities to hear their views. In my experience, none of these other occasions have drawn the crowds that flocked to Thursday’s event—even though many of these events had months of publicity.

Blogs, Linked in, Twitter–event organizers pull out all the stops

My theory is that most people came because of the savvy way in which event organizers leveraged social media. Event organizers and sponsors reached out to local bloggers, many of whom wrote about the event encouraging attendance. The volunteer coordinators suggested that volunteers use Linked In to let colleagues know that they were attending. And, both volunteers and bloggers were invited to extend discounts to their friends and colleagues. Finally, everyone was asked to tweet about the event before—and during the event—using Twitter.

Social marketing is more than social media

The social orientation, however, went far beyond promotion. When participants registered, they were invited to submit questions—and vote on others’ submissions. Perhaps, most important, everyone could see who else was planning to come—before they, themselves, registered.

And, it worked. It was amazing to watch. I logged into the registration page each day and watched registrations grow geometrically from one day to the next. Moreover, many of those that signed up for this after-work event were mid-level, and even senior managers.

Based on the registration pattern, it’s clear to me that most people came largely because they knew that others they respect planned to attend. This conclusion was borne out by the fact that most people arrived early to network—and a large number stayed late to do more of the same. In short, this event was a poster child for social media.

So what can we learn from this experience? How can social media increase your business’ success?

Download the social media primer to find out how social media can add value to your organization’s marketing efforts.

Related posts:

1. New social media site invites users to review public health care services
2. Health care social media is in its infancy says panel
3. Social Media Breakfast (SMB15) serves up great insights and recommendations
4. Health care reform: people, processes, data, oh my!