For digital technology companies, understanding the differing priorities of healthcare providers and payers is critical to delivering unique and valuable digital health solutions.
A new era of hybrid care
Healthcare industry leaders agree that the recent shutdown of telemedicine is indicative of broader trends in the market. To establish resilient telehealth and virtual care programs, digital technology vendors must differentiate, deliver personalized patient experiences, and deliver value in a scalable and sustainable manner.
It is important for both payers and providers to understand healthcare purchasing committees and their specific benefits.
Clinical users and purchasers are focused on ease of use, contribution to and treatment of provider burnout, and patient access. Technology leaders tend to juggle multiple priorities across small teams, focusing on ease of implementation along with security and risk. Finance and business leaders need to understand ROI. Changes in the industry are creating revenue uncertainty and are also requiring ESG initiatives to reduce costs and increase environmental efficiency.
Although there are clear differences between the two audiences, they share similar goals: improving health outcomes and streamlining staff and workflows.
Understand the priorities of digital solution providers
For health systems, digital solutions are always evaluated based on outcomes that promote patient health, whether it's telemedicine, decision support, remote monitoring, or engagement. As many healthcare providers continue to face budget challenges and staff burnout due to the COVID-19 pandemic, digital solutions are adapting to the needs of clinicians and staff. , must demonstrate functionality that can be easily integrated into workflows.
When it comes to content solutions for patients, the authenticity of the information is paramount. Misinformation in the digital age is overwhelming patients, making it difficult to trust the information they find. Solutions must be trusted, evidence-based, and ideally aligned with the clinical information used by healthcare teams themselves.
When pitching digital solutions to providers, demonstrating how the solution can deliver value along different areas can be appealing to buyers. By telling a story of a flexible solution that meets patient needs, vendors become more consultative. The spectrum of values is:
No-code and low-code options – start with value in the short term and build workflow integrations over time Configurable rather than custom – not infinitely customizable, but flexible and configurable to suit your role Balancing Workflow Integration Scalability for Sustainability – Automation delivers value at scale and improves customer satisfaction, while making solutions more sticky
