MBS Market-Based Selling – Is your sales and marketing team utilizing reform as a sales tool?

Healthcare Reform as a sales tool?

Significant changes require innovative response from providers and their suppliers.

In the U.S. healthcare market, providers and suppliers are experiencing massive changes in clinical missions, operational efficiency, and financial performance.

These changes will continue, and will even accelerate, over the next 5 to 10 years.

The bulk of the changes in the market that your teams deal with daily are due to these programs and actions –

• Value-Based Purchasing of healthcare services by Medicare – which reinforces incentivized payment to providers based on quality and patient satisfaction
• Readmission Reduction – readmissions of Medicare patients utilizing an assigned target per hospital to measure reduction of “u-turns” for specified diagnoses
• EHR or Electronic Health Record – a federal program that incentivizes providers to acquire a health IT system with specified patient health info capabilities
• Bundled Payment – a twist on the old ‘capitation’ payment model that pays provider a specified amount for an ‘episode of care’ for each illness of a patient
• ACOs or Accountable Care Organizations – a grouping of providers that come together as an organization to provide specified healthcare services to an assigned population
• Increased Coverage of Healthcare Benefits – ‘Obamacare’ significantly increased number of people in U.S. that have health insurance coverage, increasing demand on providers

All of these programs induce fear, anger, confusion…and opportunity

How is your sales team engaging with healthcare provider decision-makers in this environment?

Is your team knowledgable enough to ask the questions that get to the specific hurts and challenges the provider is trying understand and to fix?

How do your sales reps:

1. Learn the key factors of provider-oriented reform that influence healthcare providers’ mission and their decisions?
2. Engage multi-levels of customers regarding that institution’s specific challenges with these programs?
3. Position your solution to that customer’s reform-induced hurt?
4. Demonstrate the value of your solution by emphasizing how it fixes the customer’s hurt?

NO ONE wants another ‘product dump’ these days…market-based innovation must extend to how sales teams engage and collaborate with their customers.

Healthcare reform provides your company with tremendous opportunities to GROW…IF you innovate your sales process to leverage the emotions of the customer.

MBS Market-Based Selling℠ – Innovate Your Sales Process