Word: That is the third in a sequence on alternatives in federal well being care. Click on right here to search out out extra.
Federal exercise has paved the best way for a myriad of advances in well being care: interoperability, medical report change, well being and medical analysis, elevated particular person entry to medical information, and far more.
From the 21stCentury Cures Act in 2016 to the primary government actions of the Biden administration and pandemic preparedness measures handed as a part of the 2023 Fiscal Omnibus Spending Invoice, the federal government continues to fund investments that facilitate data-driven decision-making and IT capabilities sanitary.
Info expertise will proceed to be an necessary enabler for well being mission businesses who’re working in direction of a extra environment friendly, clear and modernized well being system.
Know-how distributors, system integrators, and answer suppliers can play a major function in evolving the best way healthcare is delivered, capturing their share of a market anticipated to develop to $2.2 trillion by It is 2030. In case you’re one in every of them, you may need to be sure you’re positioning your small business for fulfillment.
What’s your story?
Healthcare is a fancy world with its personal distinctive regulatory setting, technical challenges, safety necessities, and governance implications. It is also a delicate, high-profile subject that finds its method into mainstream media protection, lawsuits, debate phases, promoting campaigns, and congressional hearings.
Your purchasers need to work with contractors who know the house, perceive the laws, and provide confirmed options with minimal threat.
Your worth propositions and messaging ought to replicate these realities and reinforce them earlier than RRPs are launched, in the course of the gross sales cycle, and as a part of responses to your proposals.
I like to recommend contemplating the six themes listed beneath as a part of your go-to-market technique and incorporating a number of of them into your functionality statements, content material, gross sales supplies, and advertising and marketing campaigns.
1. How your options influence the company’s outcomes.
Federal Well being Mission businesses such because the Division of Well being and Human Companies, the Division of Veterans Affairs and the Protection Well being Company are investing in well being IT with no less than 4 overarching targets in thoughts. Contemplate how one can place your options so as to add worth in a number of of those areas:
- Improved affected person care and outcomes.
- Develop well being fairness and entry for these in deprived populations.
- Scale back the price of delivering and managing healthcare.
- Defend affected person knowledge and reduce fraud costing taxpayers billions.
Do not give attention to pace, feed, and technical options on the expense of telling a narrative about how you may assist prospects obtain these targets. Analysis the market to search out agency-specific public paperwork, such because the HHS FY 2022 – 2026 strategic plan, and align your advertising and marketing messages with the language and priorities businesses use.
2. Your expertise in knowledge administration and digital modernization.
A current Authorities Accountability Workplace report recognized three key knowledge administration challenges that the federal authorities should resolve to allow an efficient response to the following public well being emergency: widespread requirements for knowledge assortment; interoperability between public well being info methods; and the creation of a public well being IT infrastructure.
Equally, the modernization of expertise stays a serious driver of the healthcare IT enterprise and calls for your consideration as a part of your advertising and marketing messages.
If your organization has distinctive success tales, previous efficiency, and {qualifications} in these areas, be sure your messaging incorporates them. Search for alternatives to debate specializations you maintain in areas akin to DevSecOps methodologies, low-code/no-code growth platforms, or open supply methods.
These and different enablers can speed up time to market, enhance transparency, and speed up businesses’ journey to interoperability and modernization, whereas enabling you to distinguish your self.
3. Your familiarity with digital well being information and rising applied sciences.
My newest article outlined 9 applied sciences which might be altering federal healthcare IT with digital well being information (EHR) topping the checklist. When you have a deep understanding and expertise with EHR implementation and integration, you may begin with a aggressive edge.
Along with EHRs, you should definitely showcase your abilities with the most recent applied sciences akin to synthetic intelligence (AI), telehealth, blockchain, wearables, and analytics. Posting content material that highlights previous efficiency in these areas can exhibit your capacity to develop progressive options that meet the distinctive wants of healthcare professionals and authorities businesses.
Many businesses have publicly launched methods outlining their plans for rising applied sciences (like this HHS AI technique). These can present roadmaps on your account-based advertising and marketing plans, content material growth initiatives, and key phrase analysis.
4. Easy methods to adjust to well being care and security laws.
The delicate nature of well being knowledge requires contractors to implement rigorous cybersecurity controls to adjust to privateness and knowledge safety laws.
Resolution suppliers should exhibit data of and compliance with laws governing public well being IT. Display an understanding of those laws and their implications for healthcare IT methods, and clarify how you’ll guarantee knowledge is protected against cyber threats and fraudulent exercise.
Examples embrace the Well being Insurance coverage Portability and Accountability Act (HIPAA), the Well being Info Know-how for Financial and Scientific Well being Act (HITECH), the Inexpensive Care Act (ACA), and the Federal Info Safety Administration Act (FISMA), amongst many others. In case you provide cloud-based options, FedRAMP authorization has turn out to be a value of doing enterprise with the federal government.
5. Your willingness to work with companions.
It’s more and more troublesome for any firm to satisfy all the necessities associated to complicated expertise implementations. Collaboration throughout a number of sectors (inside and outdoors EHR methods) is important for presidency well being care initiatives to be efficient. The function of expertise suppliers on this house can’t be understated, mentioned Lloyd McCoy, director, market intelligence at TD SYNNEX Public Sector.
Promote your collaborations and partnerships with different organizations as a path to creating complete, fit-for-purpose options. McCoy particularly cited the significance of interdisciplinary collaboration between healthcare professionals, public well being officers, social employees and different stakeholders within the healthcare ecosystem.
6. Your expertise with authorities procurement.
Make certain your prospects perceive your familiarity and expertise with federal procurement processes, contracts and procurement laws. The higher your capacity to navigate these areas, the extra possible your purchasers are to see you as a doubtlessly productive accomplice who will likely be simple to work with.
Reminder: It is all concerning the end result.
As with all messaging marketing campaign, it is necessary to border your positioning round businesses and their constituents. Depend on your material consultants, buyer testimonials, case research and real-world success tales to exhibit how your small business could be a part of the way forward for healthcare. Clarify how you’ll assist them succeed to set your small business up for fulfillment on this high-growth market.
Allan Rubin is a senior advertising and marketing government with almost 20 years of expertise within the public sector IT neighborhood. He has held advertising and marketing management positions at corporations together with Conduent, Verizon, Arrow Electronics and immixGroup. Join with him on LinkedIn at https://www.linkedin.com/in/allanrubin/.
