The COVID-19 pandemic initiated a digital health revolution in the healthcare space, providing a convenient and safe way for patients to receive care outside of the four walls of the hospital or clinic. In droves, nonprofit and for-profit health systems invested in digital health strategies to help increase hospital capacity, divert from the crowded emergency department, ease staff burden, and enable providers to care for their patients from afar. Beyond COVID-19 response, these strategies have helped healthcare entities deliver comprehensive care, increase access, reduce costs, and improve patient convenience.
By David Berger, MD
In this episode on helping digital startups sell their solutions, I want to focus on the issue of implementation. It is certainly important to have a wiz bang digital solution. Equally important is how to implement the solution and manage the changes it causes. All startups should understand the concerns the hospital C-suite has around the implementation process.
by David Berger
In my last blog post I discussed the challenges digital health startups face when trying to sell to hospitals and health systems. In this post I suggest some ways to overcome the hurdles and succeed in building a client base.
Startups need to be realistic about where they are in their product life cycle. As I mentioned previously, hospitals are risk adverse with tight budgets. These organizations want proof that your solution is actually going to have the impact you claim. Early on it is beneficial to look at smaller organizations for “proof of concept.” Ambulatory settings, such as ambulatory surgery center or multi-specialty clinics are often good places to alpha and beta test a new solution. These organizations are often nimbler, and as a result, more receptive to innovation. Smaller healthcare settings may present easier access to administrators and clinicians who can help get your solution implemented. Additionally, the information security requirements may be easier to address in smaller settings.