Sales Funnel - The decision point

The transition between medical offices and hospital providers is a significant issue for both patients and referring medical personnel.  Referrers don't have the time to deal with the hospital scheduling process, thus scheduling return appointments for the patients, who are anxious to do so, is risky without the hospital appointment. Communicating the order and insurance approval information is additional work.  As a result, much of the responsibility has shifted to the patient. 

Patients face more expansive and confusing organizations to contact as hospitals expand services and contact points.  Even centralized contact centers have limited accessibility forcing the patient to adjust to the hospital.  Then the patient must communicate clinical information, understand preparations, deal with insurance requirements and maybe pay co-pays prior to receiving service.  Finally, they must re-contact the MD office to schedule follow up.

The decision to use your services is being made in this environment.  How do you differentiate your organization in it? If you just do what your competition does, you don't win.

HC Junction builds the bridge across this chasm by placing your assets at the fingertips of the office and patient when they make decisions.  Then we simplify the subsequent multiple processes to receive your service.  As a result, the hospital that provides this bridge to referral sources differentiates itself in the marketplace.

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Opportunity to Differentiate yourself

Bridging the Chasm

Inertia - a property of matter by which it remains at rest or in uniform motion in the same straight line unless acted upon by some external force
Merriam-Webster

Inertia is the issue to focus on.  If you compete using only the same approach as the competition, you are at a disadvantage.  The question is how can you utilize your assets to gain a competitive advantage?  Meeting the customer's needs is always a good choice.  Maybe the answer is how you deploy your assets; not how many you have.

Typical opportunities

Bridging the Chasm

These graphs represent typical loss situations we see occurring simultaneously in offices and hospitals.  The same root cause produces each - undefined referral process with a lack of navigation tools.  This is why we 'build a bridge' between the two that simultaneously aids the patient and removes their anxiety.

Deployment hurdles

Bridging the Chasm

Creative deployment of assets is made difficult since most healthcare systems have been designed for internal use.  Even with integrated systems within your owned physician groups and hospital, the referral market is not easily able to access your assets.  An integrated approach that allows you to universally deploy to any referral source needs to address several characteristics.

Decision Point - Available where and when decision is being made
Effort Required - Easy to use while meeting needs
Residual Impact - Follow up required only when an exception occurs
Secondary Benefits - Positively impact related activities

Solution Components

Bridging the Chasm

To place your assets at the "buying" decision point and have referral sources and patients want to select you as the provider, several processes must be present.

Appointments - Easy access to desirable appointments
Information channel - Easily exchange information without extra effort
Monitor the process for problems - Automated alerts triggered by process thresholds
Closing the loop - Ensure return visits are completed

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