Blog Post

3 ways our new market profiles can boost your commercial success

September 11, 2017

    Understanding your customers and the markets in which they operate is crucial for forging and maintaining strong client relationships. To help you and your teams better understand the market dynamics affecting major Metropolitan Statistical Areas (MSAs), we recently released a set of 18 new MSA profiles, and now offer a total of 33. View the profiles.

    Whether you're involved in strategy, business development, product development, or sales, here are three ways you can derive value from these new resources.

    1. Improve your go-to-market strategy and long-term planning

    Our regional market profiles offer snapshots of projected inpatient and outpatient growth, which together can inform your long-term sales and marketing goals, while also guiding your go-to-market efforts. By building your knowledge about market demand based on regions and sites of care, the profiles can help you run more comprehensive opportunity analyses and estimate revenue potential for your products and services.

    To further your modeling efforts, we also provide more detailed inpatient and outpatient growth projections by service line and (in many cases) by procedure code. Say you're curious about 10-year inpatient volume projections for neurological encounters in Atlanta—we've got you covered. What volume of outpatient procedures is expected to move into physician offices by 2026? Again, no need to worry—we've put together comparisons of 2016 and 2026 volume projections in various outpatient sites of care to help you understand root causes of that migration.

    2. Engage in smarter conversations with IDN clients

    You can also use these easy-to-digest market profiles to arm sales personnel with facts and figures that they can use to have more meaningful conversations with integrated delivery network (IDN) administrators.

    Members are already using these profiles to deepen their understanding of how provider clients' priorities and unmet needs are influenced by local market dynamics and their region's broader move toward risk. On Page One of each profile, we highlight important stakeholder activity in the market—including health system strategy, shifts in the insurance market, physician priorities, employer behavior, and patient characteristics. Members have also found value in Page Two, the "summary data page" (as pictured below), where you can scan important market figures, such as total number of acute care hospitals and beds, number of physicians, and the percentage of patients who visited a doctor in the past year.

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    3. Help your customers help their customers

    Finally, you can use the profiles to help your provider customers better understand the patient populations they serve. For example, one real estate firm used our data on regional disease prevalence and payer mix to help a provider client scope out locations for a new outpatient facility dedicated to behavioral health. A health IT member used our profiles to gather population segmentation data as well as information on volume growth drivers, such as technological innovations and insurance shifts, to give their hospital customer visibility into evolving patient needs and preferences in its primary service area

    We encourage you to check out our latest round of regional market profiles and welcome your suggestions for important regions to profile next.

    View all 33 market profiles

    Use our suite of market profiles to gain insight into evolving markets and inform your strategic planning moving forward.

    Get the Profiles

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