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A 8 minute read
September 18, 2019

The healthcare industry is making strides in leveraging newly available technology to increase efficiency, improve quality, and promote patient-centricity. According to a Definitive Healthcare survey, 70 percent of respondents cited new technologies as the biggest reason that outpatient care is growing. For sales representatives, the wide-reaching impact of technology not only facilitates conversations and interactions, but is also changing the competitive landscape when it comes to selling to doctors. In this post, we’ll provide three examples of how technology is transforming the landscape for selling to doctors and corresponding sales strategies to link to each trend. 

Here are a few things to consider when segmenting your market to get you to reach the right audience at the right time for them.

1. Clinical technology is enhancing care and shifting the market:

Enhanced technology is driving the rise of minimally invasive surgeries, resulting in a shift of procedures that would have previously required inpatient care to the outpatient market. Guided cameras and smaller incisions are moving providers away from larger surgical wounds, thus reducing the risk for infections and comorbidities. This increase in minimally invasive surgeries can lead to a reduction of costs, improved outcomes, reduced infections and recovery times.

By 2021, the instrument market is projected to be worth $21.47 billion. Enhanced technology is making this shift possible, and points toward a future where more patients can choose minimally invasive outpatient surgeries with faster recoveries, fewer complications, and less pain and scarring. Machine learning and artificial intelligence (AI) technology is also being developed to let surgeons tap into big data before, during, and after they work  inviting guidance from computer systems that have analyzed the procedures and learned to make recommendations. 

Along with the rise in minimally invasive surgeries, telehealth adoption is also increasing. The global telemedicine market accounted for $21.56 billion in 2017 and is expected to reach $93.45 billion by 2026.  While implementation barriers still exist, telehealth provides patient access to care and delivers specific services while reducing costs and continues to change how providers deliver care.

Here are some sales strategies to consider:

Identify the Right Opportunity

With shifts occurring in the market, make sure you have a useful and accurate way of segmenting relevant prospects. Ask yourself the relevant questions to identify the right opportunity. For example:

  • Are you looking to reach prospects with a high volume of a certain procedure?
  • Do you want to reach providers who have lower quality scores because your services could help them improve performance?

Impact Your Sales Target’s Business

Like identifying the right opportunity, you want to ensure that you can positively impact your prospect’s business. Highlight how your services can benefit your identified prospects. For example:

  • Can your solution enable a system to keep certain procedures or types of care in network versus referring out?
  • Can you help independent points of care compete with larger systems by increasing the number and types of care they can offer?

2. Data management is optimizing operations

Where EHRs were once patient data storage platforms, they is now integral sources of clinical efficiency, communication, and care. As administrative functions become automated, physician practices can capitalize on increased operational efficiency.

Along with an increase in efficiency, practices can also implement specific support tools that can help prevent medical errors and alert providers to gaps in care. Doctors can use these tools to help achieve performance incentives under value-based care programs. According to HealthIT, 88 percent of doctors in a national survey report that their EHR produced clinical benefits for the practice, and 75 percent reported that their EHR allowed them to deliver better patient care.

The rise of digital technologies innovations has transformed patient-generated data into a high-value resource. The data provided through digital technologies is a key contributor to remote patient monitoring. As shifts in the market continue to move patients outside of the hospital, data will continue to provide actionable data for doctors throughout the care continuum.

With the electronic health record market projected to be worth more than $38 billion by 2025, continuously improving data management is a vital part of healthcare.

Here are some sales strategies to consider:

Impact Your Sales Target’s Business

Ensure that you can positively impact your prospect’s business. Highlight how your services can benefit your identified prospects. For example:

  • Can your technology help an office run a more efficient business?
  • Can you help a group practice find new potential patients?

3. Digital tools are driving patient-centricity

With virtual and remote care seen as necessities in a value-based healthcare model, it’s no wonder that patient technology is top of mind for doctor these days. As an increasing number of processes and tools become digitized and more patient-centric, patient expectations grow. As healthcare shifts to a “B2C” mentality, patients will want to work with their doctors, partnering with their doctors to inform their health care experience.  

As doctors develop in partnership with patients, they will be able to continue to use data insights to understand and work across the care continuum to meet engagement expectations.

Here are some sales strategies to consider:

Impact Your Sales Target’s Business

With virtual and remote patient engagement’s ability to enhance care through the lens of value-based care delivery, you should be addressing how your services will impact your prospect’s target business. For example:  

  • Can you improve a physician group or surgery center’s performance on key Medicare Incentives and Quality programs?

Include Performance Data and Quantify Value

Make sure you provide and quantify value in your sales conversations. Include relevant performance data. For example:

  • Does your solution improve quality in Value-Based Care programs?
  • Compare your prospect’s performance with benchmarks (local, regional, national) and bring that data into the conversation.
  • How can your services improve how well your prospect does compared to their peers?

As markets shift and transform the healthcare landscape, make sure you are identifying your influencers and decision makers and providing quantifiable value in your sales conversations.

Looking for more information on how to sell to doctors? Join us for our webinar, Selling to Doctors in the Fast-Growing Outpatient Market, on Wednesday, September 18th at 11am EST. 

This webinar will cover how:

  • To identify ideal selling opportunities in the large ambulatory care market, including 1.6 million allied health professionals
  • Traditionally inpatient acute care environments, including cardiology, orthopedics, gynecology, and advanced dermatology, among other practice areas, are shifting
  • Payment reforms, technology advancement, and patient sentiment are driving change in the ambulatory care market
  • To target the key physician influencers across multiple facilities and networks

Reserve Your Seat


Sara Essember

Sara is proud to be a jack-of-all trades, wearing multiple hats within the healthcare market intelligence community—including content contributor, programs manager, events guru, and email wizard. She ...

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