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5 Healthcare Product Integration Myths, Busted

 

 

Have you been circling around the idea of hiring a healthcare product integration partner, but always seem to find one more reason not to take the plunge? Or, are your customers just starting to ask you about integrations, and you’re not sure where to look? We get it — the unknown can feel risky, but that doesn’t mean the reward isn’t worth it. 

Here, we’ll break down five common misconceptions about healthcare product integration, and why outsourcing integrations could be the best bet for your company (and your customers).

Myth #1: Healthcare Product Integration Costs Too Much Money

money illustration depicting perceived cost of integrations

Cost: One of the greatest objections to outsourcing integrations. Digital health integrations, if seen through the lens of cost alone, may just seem like another expense. If seen through the lens of opportunity, you’ll soon realize that outsourcing digital health integrations can actually cut costs and increase revenue. 

To evaluate the true value of healthcare product integrations for your digital health company, we recommend taking a step back and looking at the long-term goals for your organization. To start, ask yourself these questions:

How much money are we currently spending to execute integrations? Managed internally or with the wrong partner, healthcare product integrations take significant time and resources away from your team. The right integration partner will cost your company less long-term than continuing to build integrations internally.

Do we want to expand into other markets? Whether you’re growing your healthcare footprint, or taking on additional industries, expanding into more markets means expanding integration capabilities while maintaining existing ones. Finding a reliable, knowledgeable, and efficient partner to support you step by step gives you and your team the latitude to grow your business without getting bogged down in the technical weeds of healthcare system integrations.

Have we considered offsetting integration costs? You might be writing the product integration checks initially, but that doesn’t mean you can’t recruit your customers to help offset those costs. If budget is your concern, you can mark up your product cost to account for integrations, or you can charge customers for integrations as an optional add-on, or even as an additional product and revenue stream for your organization.

Worried increased cost might reduce product appeal? Our experience says otherwise. Reliably integrated digital solutions offer incredible value to your customers, and healthcare technology buyers are much more likely to buy and use integrated products — even if it means spending a little more cash.

Have you accounted for a faster sales cycle? Have healthcare product integration variables ever slowed down your sales cycle? If you’re like most digital health vendors, we’re going to go out on a limb here and assume yes. Integration variables such as time-to-value and complexity make it difficult to sell products quickly, whereas predictable integrations shorten sales cycles, leading to increased overall sales volume.

Myth #2: We’re Not Ready to Integrate Yet

illustration depicting uncertainty when timing integration projects

Finding the right time to integrate your product with other systems can feel a little bit like spinning the wheel of fortune. Spin the wheel with too much or too little gusto, and the needle passes that winning slot (then Vanna White gives you that “good try” smile). 

We love the wheel of fortune, but there’s no room for guessing when it comes to healthcare product integrations … and Bridge Connector has no intention of leaving the fate of your solutions to chance. That’s why our team of integration experts work with clients as a strategic business partner, helping digital health product teams formalize or enhance their go-to-market strategies.

If we had one nugget of wisdom to pass on to you in this blog it would be: integrate sooner rather than later. And we’re not just saying that because we’re an integration company. Digital health vendors who commit to growing integration offerings are much “stickier” than those who do not. Continually expand your healthcare product integration offerings and watch as your product fan base grows and customer satisfaction soars.

Myth #3: Our Developers Can Handle Integration on Their Own

illustration of a computer representing technical objections to integrations

You might have a full team of extraordinarily talented developers, but that doesn’t mean they couldn’t use a little help as your company expands further into the healthcare marketplace. With more customers, come increased integration needs, and in order to meet those needs, you’ll need a fast, reliable healthcare product integration partner who can step in to supplement your team’s bandwidth. 

Think about what your team could focus on if they weren’t having to focus on building and maintaining integrations. Seriously, the possibilities are endless.

The healthcare market is a different animal, and in order to tame the beast, technology companies looking to expand into healthcare must prepare an integration strategy specific to healthcare needs. When evaluating your integration strategy, be sure to factor in the nuances of healthcare to avoid challenges down the road.

Myth 4: Our Customers Don’t Care About Integrations 

depiction of healthcare product integration myth 4

The value of digital health integrations … now, this is a subject we could talk all day about (don’t worry, we’ll keep it short … unless you want to talk about it. Then, by all means, let’s talk). The healthcare industry faces complex challenges that most other industries don’t face. These complexities have caused the healthcare industry to lag behind others when it comes to data connectivity. 

The advantage, though, is that we healthcare innovators can look to history to see what worked and what didn’t — and history is speaking loud and clear: integrated technology is key to a positive user experience for consumers, whether selling B2B (healthcare providers), or B2C (patients). 

Don’t just take our word for it. Check out the value Bridge Connector customer, Higi, realizes with integrations. Higi wanted to scale their Smart Health Station Network faster, but data integration variables lengthened their sales cycle, getting in the way of achieving that goal.

Higi removed this barrier to scale by hiring Bridge Connector to scope, engineer, and deploy integrations for them. The result? A shorter sales cycle, and intensified focus on an improved product, and a streamlined user experience. And, oh yeah, 10x faster integration go-lives.

Myth #5: We Don’t Have Time to Manage an Integration Partner

clock and calendar illustration depicting common outsourced integration concern

Au contraire. The right full-service healthcare product integration partner should actually save you time by managing EHR vendor relationships, deploying pre-built connectors, streamlining workflows, and engineering business solutions — all so your team can focus on what they do best: product development.

Heard that sales pitch before? We understand the skepticism. Historically, healthcare product integrations have taken an exorbitant amount of time, internal resources, and money to execute, but new technologies and pricing models remove these barriers.

If your intuition is telling you to put the brakes on outsourcing healthcare integration, it might be time to ask yourself why. Did you get a bad taste in your mouth from previous experience, or are you uncomfortable with the unknown? Either way, it might be worth your time to reconsider what integration solution is right for your organization.