The Value of Predictable Digital Health Integrations

Parties, presents, running into an old friend … surprises are fun most of the time. If you’re a digital health vendor dealing with integrations, however, surprises are the last thing you want to deal with.

Healthcare organizations often keep integrations top-of-mind when shopping digital health technology. Do you integrate with this system, this system, and this system? How long will it take to get your technology integrated with my system?

These questions often challenge digital health vendors across departments because, let’s face it, no two integrations are alike. In this blog, we’ll shed light on common integration variables, how they affect digital health vendors, and how predictable integrations can help your team succeed.

Digital Health Integration Sales Process Variables

With so many different formats and a lack of standardization when it comes to healthcare data, healthcare integrations can seem intimidating, which means that achieving interoperability is much more difficult than pulling a rabbit out of a hat. Sales teams, in their efforts to meet prospect needs, often must sell a product with an integration solution that doesn’t yet exist — a tricky task considering customers don’t want any gray area when it comes to what your product can do for them.

Can you imagine walking into an Apple Store to purchase a phone, only to learn that the phone cannot connect to the internet? What if one of those happy genius bar professionals told you that their $800 phone could connect to the internet after update 54.3.21 — with no clear timeline for when that update would actually take place? If you’re like most consumers, you’d want to know exactly what your $800 was going to get you, and when you could realize the full value of your device (connectivity included).

Healthcare organizations shopping digital health technology — like the average iPhone consumer — want to know what they’re getting from their technology investments and when they’ll realize the full value of your product — something that largely depends on integration variables. These digital health integration variables often create sales roadblocks and inefficiencies, lengthening your sales cycle. And it’s no surprise that nobody wants a long sales cycle, especially digital health vendors trying to scale technology quickly.

The Value of Predictable Integrations for Digital Health Sales Teams

Now, let’s take a look at the flip side of these pain points. What would it mean for your sales team if you could change the following conversations?

chart comparing conversations with predictable digital health integrations and with unpredictable digital health integrations for sales teams

Predictable digital health integrations have the power to change the conversations your sales team has with current and potential customers. Instead of spending countless hours crafting the perfect integration messaging, your sales team could be talking to more prospects and closing more deals more quickly.

Sound too good to be true? We wouldn’t just tell you how hard your team has it without offering an attainable solution. Finding the right integration strategy for your team means finding a repeatable, fully-informed predictable integration plan of action for both net-new and repeatable use cases.

In order to give your team the bandwidth to focus on their core competencies, we recommend finding an integration partner who offers easily-accessible expertise that your team can draw on as a resource during the sales cycle.

Digital Health Integration Implementation Team Variables

Integration variables don’t just impact sales timelines, they also trickle down to the team responsible for ensuring the product meets specifications listed in the scope of work agreed upon in the sales process. Your internal team that is responsible for deploying your product must take an idea pitched in the sales process and make it a reality, even if execution means working through the uncertain.

Not to mention that this team must work within the confines of contract timelines and costs. What if the project takes longer than expected? Customer satisfaction takes a hit. What if the project is more extensive than expected? The digital health vendor absorbs the cost of the added work or adjusts the contract, again cutting into customer satisfaction. As you can see, even if you have the greatest digital health product out there, integration challenges can make selling and deploying your product an uphill battle.

Relationships with major health system vendors such as EHRs also can pose a significant challenge for digital health teams that are responsible for integrating their products. Vendors, like any other business, are busy serving their own customers’ needs and have limited time to respond to the many integration inquiries that continually filter in.

Not to mention that many EHR vendors are large, multi-tiered organizations, which can make it difficult to get into contact with the right person, causing integration timelines to go longer than expected. And, to the dismay of many, integrations require ongoing maintenance and upkeep, which means that conversations with vendors must continue long-term to ensure proper functionality for your customers. With even just a handful of vendors to manage relationships with, this ongoing maintenance process can be extremely taxing.

The Value of Predictable Integrations for Internal Teams

Predictable digital health integrations empower implementation teams with the information to operationalize product integrations. This predictability reduces the burden on technical resources, opening a whole new realm of possibilities.

Here’s how predictable integrations can change conversations between your customers and your implementations team.

chart comparing conversations with predictable digital health integrations and with unpredictable digital health integrations for implementations teams

First things first: digital health technology is a large investment, which means that the healthcare organizations purchasing the technology are eager to justify their purchases with results. Individual stakeholders are held accountable for their technology investment decisions, and integration variables slow time-to-value, placing a strain on those who have taken a chance on your technology.

Not only do predictable integrations help digital health vendors improve time-to-value for customers, but they also create more opportunities to upsell, seeing as a happy customer experiencing a return on investment is much more likely to spend more money with your organization.

In order to deliver value to your customers faster, we recommend finding an integration partner with a vast repertoire of easily configurable and repeatable integration offerings to fit your customers’ integration needs, whether they are custom or “out-of-the-box” solutions. This integration partner should have existing vendor relationships and the ability to serve as the liaison for executing integrations with your technology and continuing to manage and maintain those integrations as you grow. Bridge Connector offers these services and capabilities, offering your team more time to focus on what they do best — innovating.

Make Predictable Digital Health Integrations a Reality

Predictable healthcare integrations within reach … now, that is what we call a good surprise. Shorten your sales cycle, operationalize implementations, prioritize customer satisfaction, and empower your teams to achieve significant growth by removing variables from your technology integration process.

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