Learning and Listening Key to Selling Healthcare IT

Understanding a medical practice’s workflow is critical to selling healthcare IT solutions. That takes a combination of research, good listening skills and practice, Patrick Wilson of Vital Signs Technology told a group of Breakaway attendees in a Wednesday session.

“You’re not going to have a single product that works for all entities,” he said. “It’s in the subtle details. You have to listen and figure out what is unique to their practice.”

By understanding the workflow, solution providers can zero in on ways to increase efficiency and show the value of the technology.

“If they’re calling people for outstanding co-pays -- ‘You owe us $5,’ -- there’s efficiency that can be gained there by doing things electronically,” Wilson said.

Solution providers often can run into obstacles from physicians who have tight schedules and little time to devote to learning about new technology. They should be respectful, but firm about having the time to consult with and train office staff, Wilson said.

“Many of them think it should just work,” he said. “You need to bring them along in that process. Training is key.”

To learn more about the healthcare field, Wilson suggested the Healthcare Information and Management Systems Society (HIMSS) and the Medical Group Management Association (MGMA).

He also suggested CompTIA members use the Physician Practice Assessment Tool to help plan their sales strategy.

CompTIA offers a host of healthcare IT training courses and tools to get solution providers up to speed on the market quickly.  Check out the full suite online.