As a healthcare equipment dealer, you know relationships are everything. It takes time to build trust and earn the confidence of your contacts and, often, it can take multiple visits, emails and phone calls before you achieve a single sale. The products you recommend to your clients can affect everything from the quality of care they provide their patients to their reputation within the industry and community, and they rely on you to know exactly what they need most.
So when it comes to breaking into a new healthcare sector like post-acute care, it can feel a lot like starting back at square one. From learning the ins and outs of a new industry to establishing credibility within the space, entering a new market isn’t easy. But if you want to continue your success, increase income and meet quarterly goals, approaching new markets is essential. And given the rapid growth of the post-acute care sector, this is a great place to start.
Today, we’re going to discuss a few things you’ll need to know as you begin investigating this market.
In Post-Acute Care, Reputation is King
There’s no doubt maintaining a positive reputation is critical to the success of every healthcare organization, but in the post-acute space, reputation is the primary driver of business. When a patient leaves a hospital’s care and enters a post-acute care facility, the hospital must know for certain that the patient will receive top-quality care — not only for the sake of the patient (which is paramount), but also because the hospital’s reimbursement can depend on it.
Post-acute care leaders will be looking to work with rehab equipment dealers that can help support their good reputation and ensure their spaces are outfitted with products and technology that ensure the best possible outcomes for each and every patient. The better the outcomes, the more referrals these facilities will receive from local hospitals.
Efficiency is a Requirement
Post-acute care leaders want their facilities to care for as many patients as possible, and keep their spaces at capacity. But simple inefficiencies can undermine this objective. While issues with processes and staff can be part of the problem, equipment also can threaten efficiency.
When post-acute care leaders are considering rehab equipment, they’re not only going to be reviewing quality and price — they’ll also want to be aware of a product’s ability to meet their efficiency goals, particularly when it comes to rehab modality units. A few questions you may need to address include:
How will this help my staff assist more patients?
How quickly will this product achieve proposed outcomes?
How long does each session take, and how many sessions are required before patients experience improvements?
Poor Communication is an Immediate Deal-Breaker
When you have a contact base filled with current, former and prospective clients, keeping up communication can be challenging. But post-acute care leaders need to know they can rely on you to answer their questions and concerns quickly. If they have a question about a new product they’ve purchased, experience an issue with a piece of equipment or want to place an order, they need you to respond fast. Given maintaining a good reputation and achieving efficiency are two of their top priorities, just one instance of poor communication is enough to end a relationship.
Overall, entering the post-acute care space can be a lucrative career endeavor, and also a way to help even more healthcare providers outfit their spaces with top-quality equipment. By keeping the above in mind, you’ll excel in this market and quickly become a trusted partner for many post-acute care leaders.