BRANDHIT MARKETING SUMMIT: A HIMSS EVENT
LAS VEGAS, NV - JUNE 15 - 16, 2017
Data is top of mind for all industries. Data can support the creation of certain solutions and help understand their true value. When put into practice, data has the potential to really drive your marketing efforts and show the importance and impact of what you bring to market.
Using Quality of Care and Technology Adoption Measures to Segment Your Market
Centers for Medicare & Medicaid Services (CMS) implement initiatives that evaluate quality of care for Medicare Beneficiaries through accountability and public disclosure of healthcare organizations. CMS uses quality measures including quality improvement, pay for reporting, and public reporting.
Many healthcare organizations around the United States look to these measures, and consider their efforts to improve them when deciding to purchase and implement new solutions and services.
While this knowledge can help solutions vendors in their market segmentation and prospect pitching, further segmentation is available that allows marketers to identify organizations who are more technologically advanced and also proven to have higher quality measures.
One example of this in play is the measurement of Electronic Medical Records (EMR). EMRs are widely recognized as a shining example of how technology can be used to support optimized patient care. The HIMSS Analytics Electronic Medical Record Adoption Model (EMRAM) measures hospitals as they progress through the eight stages to a nearly paperless environment. An organization’s EMRAM score is important. In fact, a higher EMRAM score signifies a higher quality of care.
Gathering this type of data and information about healthcare organizations is important for a marketer to begin to truly understand the health systems they are trying to sell to. What are the health systems’ goals and what is driving them to invest in certain technologies? How many health systems in a certain region are Stage 6 and what do they need to progress to the highest EMRAM stage?
EMR is just one example. Using data, you can get a better understanding of the variety of solutions that hospitals are investing in, beyond just EMR. Data can help you uncover new technologies and new trends in adoption of different solutions. Segmentation of the market and consideration of how you approach these segments can give you a clear advantage over those solutions and services with which you compete.
Regardless of What You Sell, There Are Two Messages You Need to Deliver
Improving patient access is at the core of almost all healthcare technologies. Everything from telemedicine to cloud solutions can improve care if utilized correctly. Marketers need to keep this core goal in mind, agnostic of the technology they are trying to sell. As more health systems are investing in improving and proving value-based care, it is of the utmost importance to leverage data to show the benefits of your particular solution in these areas. How can your tools help hospitals improve patient access and achieve a higher quality of care? It does not matter what you sell, if you can show how your tools and services can improve patient access and quality, you are setting yourself on the road to success.
Learn more about the power of data and how it can affect all of your marketing efforts. Join us at the HIT Global Market Landscape session, Friday June 16 at 11:45am. In this presentation, Blain Newton, EVP HIMSS Analytics, will touch upon trending investments in health IT, improving quality of care and how to leverage data to achieve your marketing goals.
Client success is dependent upon showing the value of what you bring to market. How can your solutions help?
Looking for more on how to easily find ways to segment your market? Check out the HIMSS Analytics health IT market intelligence platform!