Healthcare Go-to-Market Strategy

Crowdsourced Business
Presentation Design Service
Healthcare Go-to-Market Strategy
Toolkit for Entering the Largest
Sector in Many Countries
February 25, 2014
This document presents analyses, frameworks, information, and templates that
related to the Healthcare market and various sub-markets: Federal IT Healthcare,
Healthcare Analytics, Cloud Healthcare, Healthcare Consulting. These slides can
be utilized to develop a go-to-market strategy for a Healthcare offering.
ORIGINAL PROJECT DETAILS
http://pptlab.com/ppt/Go-To-Market-Strategy-for-Health-Care--11

PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 4
Contents
Best Practices for Mitigating Business-Disrupting Disasters
Strategy and Related Concepts
Healthcare Modeling and Simulation
iEHR
– Cloud Healthcare
– Federal Healthcare IT
– Healthcare Analytics
– Overall Market
– Healthcare Consulting Services
Examples and Templates
Market Analyses
Overview
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/healthcare-go-to-market-strategy-139

Contents
iEHR
– Overall Market
Market Analyses
Overview

A Healthcare service can be differentiated along
7 key axes
Overall Market – 7 Axes of Differentiation in Healthcare
Source: Can Health Care Benefit from Modeling and Simulation Methods, Kuljis, Paul, and Stergioulas
In defining a healthcare
service, there are 7 axes of
differentiation
These axes span the whole
range of healthcare provision
Utopia
Political
Influence and
Control
Society’s
View
Patient Fear
of Death
Medical
Practitioners
Healthcare
Managers
Healthcare
Support Staff
Overall Healthcare Market
Federal
Healthcare
IT Market
Healthcare
Analytics
Cloud
Healthcare
Healthcare
Consulting
Services

The Healthcare Hype Cycle follows 5 phases
Healthcare Hype Cycle – Phases
Federal
Healthcare
IT Market
Healthcare
Analytics
Cloud
Healthcare
Healthcare
Consulting
Services
Source: Gartner, Hype Cycle for Healthcare Provider Technologies and Standards, 2012
Technology
Trigger
Peak of
Inflated
Technology
Trough of
Disillusionment
Slope of
Enlightenment
Plateau of
Productivity
• A breakthrough,
public demonstration,
product launch or
other event generates
significant press and
industry interest
• During this phase of
over-enthusiasm and
unrealistic
projections, a flurry of
well-publicized
activity by technology
leaders results in
some successes, but
more failures, as the
technology is pushed
to its limits
• The only businesses
profitable at this
phase are conference
organizers and
magazine publishers
• Because the
technology does not
live up to its
overinflated
expectations, it
rapidly becomes
unfashionable
• Media interest wanes,
except for a few
cautionary tales1
• Focused
experimentation and
solid hard work by an
increasingly diverse
range of
organizations lead to
a true understanding
of the technology's
applicability, risks and
benefits
• Commercial, off-the-
shelf methodologies
and tools ease the
development process
• The real-world
benefits of the
technology are
demonstrated and
accepted
• Tools and
methodologies are
increasingly stable as
they enter their
second and third
generations
• Growing numbers of
organizations feel
comfortable with the
reduced level of risk;
the rapid-growth
phase of adoption
begins
1 2 3 4 5

The Federal government’s spending in Healthcare
IT is expected to grow by $2B over 5 years
Federal Healthcare IT Market – Overview
Federal
Healthcare
IT Market
Healthcare
Analytics
Cloud
Healthcare
Healthcare
Consulting
Services
2011 2016
$6.5B
$4.5B
CAGR:
7.5%
Spending form the Federal government in Healthcare IT will be made in the following areas:
• Funding for payment systems
• Technology used to deliver healthcare services
• e.g. Electronic Health Records (EHR) systems
• IT to support federally-funded health research and
promotion
• IT infrastructure modernization for health-related
agencies
• IT to promote advancement in population health
1
2
3
5
4
• From 2011 to 2016, the Federal Healthcare IT market is expected
to grow by $2B, from $4.5 to $6.5
• This represents an annual compound growth rate of 7.5%
• This growth may seem counter-intuitive, as the overall federal
market will face budget shrinking over the coming years—however,
this growth in healthcare spend is driven by a number of factors:
• Rising healthcare costs
• Aging U.S. population
• Proven cost reduction and efficiency gains from IT
• Continued high unemployment
Source: Deltek, Federal Health Information Technology Market (2011-2016)
MARKET SIZE
MARKET FOCUS AREAS

Contents
iEHR
– Overall Market
Market Analyses
Overview

Healthcare Analytics presents a number of
advantages—focus on your value proposition
Healthcare Analytics – Usages
Federal
Healthcare
IT Market
Healthcare
Analytics
Cloud
Healthcare
Healthcare
Consulting
Services
Source: Markets and Markets, Healthcare/Medical Analytics: Trends and Global Forecasts to 2017
Real-time view of business and operations
Service improvement
Revenue generation
Fraud prevention
Cost reduction
Improved accuracy of diagnoses

Security and privacy remain concerns that hinder
faster adoption
Healthcare Analytics – Major Concerns
Federal
Healthcare
IT Market
Healthcare
Analytics
Cloud
Healthcare
Healthcare
Consulting
Services
Source: Markets and Markets, Healthcare/Medical Analytics: Trends and Global Forecasts to 2017
Lack of manpower with cross-function analytic skills
Patient privacy
Data security

Cloud Healthcare Applications fall into clinical and
non-clinical information systems
Cloud Healthcare – Applications
Federal
Healthcare
IT Market
Healthcare
Analytics
Cloud
Healthcare
Healthcare
Consulting
Services
Source: Thoughts on Cloud (blog), Market and Markets
Clinical
Information
Systems (CIS)
Non-clinical
Information
Systems (NCIS)
•Electronic Medical Records (EMR)
•Picture Archiving and Communication System (PACS)
•Radiology Information System (RIS)
•Computerized Physician Order Entry (CPOE)
•Laboratory Information System (LIS)
•Pharmacy Information System (PIS)
•Revenue Cycle Management (RCM)
•Automatic Patient Billing (APB)
•Cost Accounting
•Payroll
•Claims Management
APPLICATION TYPE APPLICATION EXAMPLES

There are many consulting opportunities—from
strategic planning to operational improvements
Healthcare Consulting Services
Federal
Healthcare
IT Market
Healthcare
Analytics
Cloud
Healthcare
Healthcare
Consulting
Services
Source: Whitley, Bradley, & Brown
Healthcare
Strategic Planning
•Strategic Health IT Planning and HIT Governance
•Advanced Concepts Development
•Health Enterprise and Segment Architecture Consulting
•Requirements Development and Management
•Knowledge and Innovation Management Support
•Standards Advisory and Advocacy
•Information, Analytics, and Clinical Decision Support Strategies
•Health Information Technology Planning/Adoption
Healthcare
Informatics Consulting
Healthcare
Operations Analysis
•Workflow/Process Modeling and Optimization
•Health Care Operations Simulation and Intelligent Hospital (e.g., RTLS application)
•Process Improvement Consulting and Training (e.g., Lean Six Sigma)
•Organization Design and Health Workforce Analyses/Planning
•Program Management, Portfolio Management, and Quality Governance
•Medical Logistics, Capacity Planning, and Utilization
•ICD 10 Program Support
CONSULTING SERVICE SPECIFIC SERVICE OFFERINGS

Healthcare simulation, in general, fall into 6 categories
Healthcare Modeling and Simulation – Types of Simulation (1 of 2)
Source: AIMS Simulation in Health Care (2005)
Mannequin-based, High
Fidelity, or Realistic Patient
Simulators
•In medicine, students and experienced practitioners alike, use sophisticated mannequins to
practice and hone their clinical skills
•Simulation provides health care professionals with computer-based patients that breathe,
respond to drugs, talk, and drive all the clinical monitors in the operating room (e.g.,blood
pressure and pulse rate)
1
Partial or Complex Task
Trainers
•Task trainers provide a simulated subset of functionality, e.g., chest tube insertion, ultrasound,
and bronchoscopy, or training for rare life threatening events, such as anaphylaxis,
hyperthermia, or complex events, such as apnea testing for the assessment of brain death
•Both novices and experienced practitioners can benefit from training using partial task trainers.
2
Web- or Screen-Based
Computer Simulators
•Computer or web-based software programs provide students with clinical knowledge and
critical decision-making skills (e.g., taking a history, examining a virtual patient, ordering
laboratory tests, and generating clinical hypotheses)
•This type of training can be made available on demand, which allows students and clinicians to
enhance their skills at times and places of their choosing in the most cost effective manner
possible
3
SIMULATION TYPE DESCRIPTION

Discrete Even Simulation
System Dynamics
Monte-Carlo Simulation
Multi-agent Simulation
Various simulation techniques have been used again and again very
successful in countless other industries
Healthcare Modeling and Simulation – Comparison with Other Industries
Energy Automobile Construction
Discrete Event
Simulation
•Improvement in production
process
•Logistics and operations,
construction scheduling
System Dynamics
•Asset management •Decision making •Training, real-time planning,
resource allocation
Monte-Carlo
Simulation
•Power trading, market place
simulation, competitive strategy,
expansion planning
•Incentives and disincentive
based contracting, construction
scheduling, risk modeling
Multi-agent
Simulation
•Emergency planning, energy
pricing, Power trading, market
place simulation, competitive
strategy
•Supply chain simulation
SIMULATION TECHNIQUES
EXAMPLE INDUSTRIES

The future of healthcare modeling and simulation appears promising,
and private and public organizations are investing heavily in it
Healthcare Modeling and Simulation – Future
Source: AIMS Simulation in Health Care (2005)
• The future of healthcare modeling and simulation is promising, as demonstrated by the growing level
of interest in federal and state governments, accrediting organizations, the medical and nursing
communities, within public policy circles, and the health care system in general
• In 2004, the Food and Drug Administration’s (FDA) decision to require virtual reality simulation as a
component of a training package provided explicit approval of the training protocols required for FDA
approval of the carotid stenting and implicit validation for the use of simulation training
• In 2004, Oregon Governor Ted Kulongoski’s Healthcare Workforce Initiative formed the Oregon
Simulation Alliance
• In FY 2003-2004, the Oregon Workforce Investment Board committed $600,000 to the Alliance to
build a statewide network of health care coalitions that will use simulation as a training tool, and
expedite the training of health care workers in multiple disciplines and occupations
• Patient safety is an error of immense concern—experts agree simulation can help to foster a culture of
safety in healthcare, just as it has in other fields, such as nuclear energy, aviation, chemical
manufacturing, and military operations

iEHR is an initiative being jointly developed by two government agencies—
it is set to roll out in 2017
iEHR – Overview
Source: Fierce IT Health
• iEHR is an integrated electronic health record system being jointly created by the Department of
Defense and Department of Veterans Affairs
• The full system will be released in 2017—but a preliminary version will be rolled out at medical
facilities in Texas and Virginia in 2014
• The system is built upon components created by the two government agencies utilizing a best-of-breed
approach that combines SOA-compliant capabilities, commercial off-the-shelf, open source, and
custom systems
• Issues that need to be worked out between the two agencies include:
• Common data standards
• Data center consolidation
• Common clinical applications
• Common presentation layer
• Governance structure

Here is a list of best practices to mitigate against future business-
disrupting disasters
Best Practice Recommendations (1 of 3)
Source: Gartner, Best Practices for Healthcare Payer CIOs Facing Business-Disrupting Disasters, 2012
Develop Standardized Messaging Inside the Enterprise and With All Partners in the Payer
Value Chain
Communication and collaboration — both internal and external — are crucial components of any enterprise's
response to a disaster or catastrophe, and healthcare payers are especially subject to such actions because of the
pervasive presence of healthcare services in daily life
Recognize and Address the Requirements of a Changing Regulatory Environment, Taking
Into Account Likely Future Business Operation Changes
The experience of Sandy is instructive because it demanded major regulatory intervention--many more regulatory
bodies will take actions similar to New York State's in the case of Sandy, and that healthcare payers will have no
choice but to conduct comprehensive, ongoing assessments of regulatory requirements — often across many
different jurisdictions — and the changes in business processes that will be needed to ensure compliance
Develop Plans and Processes for Dealing With a Broad Range of Business-Disrupting Events
— From Comparatively Manageable Disasters to Truly Catastrophic Events
Healthcare payers should conduct a comprehensive risk assessment, surveying possible disruptive events, assessing
and indexing their severity and impact, and cataloging them in relation to the enterprise's ability to support ongoing
business processes during and after a disaster
1
2
3

Contents
iEHR
– Overall Market
Market Analyses
Overview

There are 4 important criteria that are the hallmarks of a strong
differential advantage
Differential Advantage – Criteria
A differential advantage
must be important to the
buyer
IMPORTANCE
It must also be perceived by
the buyer
PERCEIVED
Third, a differential
advantage must be unique
from other providers
UNIQUE
Lastly, it must be sustainable
(often led to from being
unique)
SUSTAINABLE
1 2 3 4
•A number of elements are
essential in the delivery of
high-quality healthcare—
however, if they are not
important to the buyer, then
they are not differential
advantages
•When an organization has
elements it considers the
market would view as
important, this criteria ensures
that these advantages are
perceived by the buyer
•This aspect of uniqueness is
particularly challenging in
healthcare
•Oftentimes, a medical group
states it perceives its
differential advantage to be
that all physicians are board
certified—however, this is
typically not unique
•To some degree, this last
criteria has often led to the
marketing function receiving
the greatest criticism from
clinicians

Contents
iEHR
– Overall Market
Market Analyses
Overview

Our healthcare service is differentiated along the areas of support staff,
managers, and society’s view
Healthcare Offering Definition – EXAMPLE
Utopia
Political
Influence and
Control
Society’s
View
Patient Fear
of Death
Medical
Practitioners
Healthcare
Managers
Healthcare
Support Staff
• Filler text
• Filler text
• Filler text
• Filler text
• Filler text
• Filler text

Insert headline
Healthcare Offering Definition – TEMPLATE
Utopia
Political
Influence and
Control
Society’s
View
Patient Fear
of Death
Medical
Practitioners
Healthcare
Managers
Healthcare
Support Staff

Insert headline
Healthcare Hype Cycle – TEMPLATE
Technology
Trigger
Peak
Of
Inflated
Technology
Trough of
Disillusionment
Slope of
Enlightenment
Plateau
Of Productivity
time
Example
Technology
Example
Technology
Insert bumper
Expectation

1
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Healthcare Go-to-Market Strategy

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