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:
High deductible health plans and provider
comparison tools are empowering consumers
to think more critically about where—and if—
they receive care.
Skyrocketing costs are compelling
employers to take a more active role in
benefit and network design.
Limited access to capital, rising physician
employment, and increased scrutiny of M&A
are pushing former competitors to develop
New payment incentives are driving physician-led
ACOs to direct referrals to proven lowest-cost,
highest-quality acute care providers.
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.
…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.