Future Growth Channels

Are you making all the connections you can to reach patients?

In today’s competitive growth environment, provider organizations need to appeal to four emerging decision makers who are increasingly exerting influence on patient traffic.

To reach patients, most hospitals and health systems have focused on building and maintaining relationships with referring physicians and payers. These relationships remain critical, but in today’s competitive growth environment, provider organizations need to appeal to four emerging decision makers who are increasingly exerting influence on patient traffic.

Four emerging decision makers need your attention:

Informed consumers

High deductible health plans and provider comparison tools are empowering consumers to think more critically about where—and if— they receive care.

Activated employers

Skyrocketing costs are compelling employers to take a more active role in benefit and network design.

Regional partners

Limited access to capital, rising physician employment, and increased scrutiny of M&A are pushing former competitors to develop innovative partnerships.

Population managers

New payment incentives are driving physician-led ACOs to direct referrals to proven lowest-cost, highest-quality acute care providers.



But these decision makers have challenging demands…

On the surface, these four groups want the same things physicians and payers do: high quality care, guaranteed access, reasonable costs, and hassle-free relationships. What’s challenging is that new decision makers define these demands differently. For consumers, “good access” means availability of walk-in outpatient appointments, among other things, while population managers value timely access to specialist consults.

Representative Criteria for Selecting Desired Acute Care Providers



…that new competitors are rushing to meet

Time is short. New competitors are moving in to fill gaps that traditional providers aren’t addressing. Unlike provider organizations, these competitors are well-funded and can focus on niche markets.

To attract patients and populations in a more competitive landscape, providers must meet distinct demands across each new growth channel.

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