Blessed Are The Healthcare Market Collaborators: 5 Reasons Why They Will Inherit Success
By Tom Schramski, PhD, CMAA
Volume 2 Issue 21, October 14, 2015
The “Blessed are…” beatitudes from the Sermon on the Mount transcend the Bible with a good karma message – you will inherit the benefit of helping others succeed in life. How does this belief apply in the marketplace of healthcare and human services?
Today’s healthcare environment is turbulent, economically focused, and driven by innovation, while remaining rife with disconnected possibilities for improved service delivery and financial results. The fragmentation among provider organizations offers an opportunity for executive collaboration – leaders who are seeking to thrive (not just survive) with their healthcare companies. While they necessarily attend to the immediate needs of their own organizations, they also understand that they accelerate their own progress by creating options for other entities. They seek partners for new projects, share resources to extend their market reach, and build synergistic value. They even propose one-time ventures with competitors. Acts of faith.
Notable outcomes for collaborative healthcare leaders include:
- Reduced risk – shared investment in a new venture often reduces risk (e.g. investment in an innovative home care service) while increasing insights about how to succeed (e.g. creative mix of public/private income that could be extrapolated to another, existing service area).
- Decreased bureaucracy – when collaboration is often project-specific, there is an opportunity to embrace a unique mentality, while becoming more customer-centric and operating profitably ASAP. For reference, check out today’s independent urgent care centers that often are profitable with good cash flow within 90 days or less of opening.
- Enhanced flexibility – agility is about seeing the option, reviewing the available data, and then acting quickly when it makes sense. Would collaboration with a complementary provider increase your ability to effectively market your substance abuse detox services directly to a local health plan, including primary care physicians?
- Increased reach – collaborating with a desirable service from a different funding source increases immediate opportunities as well as longer-term possibilities. For example, today some behavioral health companies are partnering with intellectual/developmental disability (I/DD) organizations that have a strong track record in desired supportive housing services.
- Marketplace appeal – collaborators who operate in good faith often become social magnets for their peers who share the same adventuresome spirit, but who may lack the same courage to take a risk. As a result, they are sought out as partners more often that those who sit on the sidelines or refrain from cooperative engagement.
The survival-based model of organizational leadership constricts progress in today’s healthcare marketplace. Collaborators give hope to their own organizations, nourish their mission and even energize those who seek inspiration. This is what a rapidly changing field respects and it’s possibly the best marketing campaign you could ever undertake. Blessed are the collaborators.