The most successful HIT solution providers are focused on the greater goals of each healthcare client, integrating EMR and medical practice applications so it optimizes their customers entire work environment. While these government-incentivized technologies play a prominent part in upgrading medical systems, there are more factors to consider when building a new channel specialty business. If a solution provider can show prospective clients how system changes can help them cost-effectively meet multiple organizational goals, they’re more likely to win the business. The medical market is similar to most other industries in at least one aspect: comprehensive solution selling is typically more successful than a single-point sale. So, while EMR may be a catalyst driving discussions, it’s not going to seal a deal.
Industry research backs up the need for comprehensive solution selling. According to the latest National Physicians Survey, conducted by the little blue book and Sharecare, two out of three doctors (66 percent) say the integration of electronic medical records is challenge to their business. In addition, 30 percent use laptops regularly to prescribe medications, update medical records and input other information. Mobility is becoming a key factor in medical practices, with 20 percent using smartphones and 12 percent employing tablets in their daily operations at the time of this survey (which is sure to climb).
Doctors and office administrators have to factor in how new reimbursement rates (expected to continue dropping) from Medicaid and Medicare will affect their operations. The survey pointed out several other concerns that solution providers should address to increase their success when selling to physician practices, including:
- Managing operating costs that are rising more rapidly than revenues
- Maintaining physician compensation levels as reimbursement levels decrease
- Managing accounts receivable and collections
- Improving employee productivity and office utilization
- Maintaining and increasing patient satisfaction levels
The Prescription for a Healthy HIT Practice
Are you ready to put together a robust new practice, or enhance an existing medical office specialty? There’s a multitude of information available to the solution provider community from vendors, distributors, training companies, associations and other industry professionals. Prospective partners will also find a myriad of webinars and classroom training sessions dedicated to the implementation and sales of EMR technologies. But, if you’d like to know which direction is best for your IT business, go to your peers for advice.
That’s what the CompTIA Healthcare IT Community is all about. Its members collaborate specifically on best practices and educational programs that help solution providers build a medical-oriented IT practice. Established more than two years ago, the group has designed and published a number of step-by-step guides to design, construct and enhance an IT channel business. Its members come from all sections of the IT channel, but the focus is on creating industry-neutral content that solution providers can use to create a comprehensive healthcare IT practice.
The group’s efforts are prominent in the agenda at the upcoming CompTIA breakaway conference, July 30th to August 2nd in Las Vegas. Chris Johnson, CEO of Untangled Solutions will lead off the discussions the CompTIA Quick Start to Healthcare IT, an overview of the needs and business case for developing a healthcare IT practice, and the best practices and steps required to make it profitable. Attendees will also receive a copy of the CompTIA Quick Start Guide to Healthcare IT to use in their own business.
Of course, all Breakaway attendees are free to join the CompTIA Healthcare IT Community Meeting on August 2nd, with updates on the latest research, educational programs, industry best practices, and group initiatives. If you’re ready to stake your claim in the HIT field, register for Breakaway today—and highlight these sessions on your personal agenda.
Brian Sherman is founder of Tech Success Communications, specializing in editorial content and consulting for the IT channel. His previous roles include chief editor at Business Solutions magazine and industry alliances director with Autotask. Contact Brian at Bsherman@techsuccesscommunications.com
