Product Type: Market Research Report
Published by: Datamonitor
Published: June 2006
Product Code: R313-14529Description Introduction
Formulating an effective strategy for selling electronic health record (EHR) solutions to healthcare requires vendors to adopt a two-pronged approach, one that focuses on both short-term, immediate healthcare institution and vendor priorities in addition to educating and developing the market for further EHR penetration.
Scope
- Examines essential ingredients of EHR strategies, using US and UK examples
- Builds on ongoing primary research with healthcare organizations, physicians, consumers
Highlights
An effective EHR go-to-market strategy "begins with the end in mind."
Vendors should view themselves as more than just product companies.
Peer references and partnerships are important ingredients of a go-to-market strategy.
Reasons to Purchase
- Gain insight into how you can craft an effective sales strategy for EHR solutions
- Approach your strategy development with the right mindset for an emerging market like EHR
- Gain insight into Datamonitor's perspective on what makes a vendor successful
Table of Contents - DATAMONITOR VIEW
- CATALYST
- SUMMARY
- METHODOLOGY
- ANALYSIS
- An effective EHR go-to-market strategy "begins with the end in mind"
- Vendors first should view themselves as more than just product companies
- Enabling healthcare customers to overcome EHR organizational and technical obstacles
- Defining EHR product features and functionalities is an ongoing process
- Participating in 'channels of influence' to foster market understanding and long-term uptake
- Peer references and partnerships are important ingredients of a go-to-market strategy
- Maintaining strong client reference sites is of paramount importance
- Go-to-market partnerships deliver vendor messages and encourage uptake
- Technology partnerships need to address the issue of integration and future scalability
- IT services partnerships can help expand market reach
- ACTIONS
- Vendors should adopt a consultative sales approach
- A consultative vendor approach should be supported by specific sales tools
- Successful vendor strategies have a significant long-term bias
- APPENDIX
- Definitions
- Extended methodology
- Datamonitor's ongoing primary research efforts
- External secondary research and sources
- Further reading
- Ask the analyst
- List of Figures
- Figure 1: Vendor go-to-market strategies consist of several key ingredients
- Figure 2: EHR vendor strategies need to encompass ongoing market development activities
- Figure 3: Vendor EHR messages should address multiple obstacles to EHR among healthcare providers
- Figure 4: Obstacles to EHRs vary by size of physician practice
- Figure 5: Vendor EHR offerings should meet basic functionality requirements and end-user preferences
- Figure 6: EHR functionality requirements and preferences vary by end-user organization type
- Figure 7: Go-to-market channels of influence vary across US and UK healthcare, but peer reference is strong
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