Health Care Marketing
Since its foundation in 2000, sananet has gained a lot of experience in the health care sector and can, through a targeted marketing strategy (health care marketing), help you to make your company more successful and better establish itself in the market.
The sananet Unternehemsberatung advises you in the following areas:
- Marketing Consulting
- Marketing strategy
- Market introduction of medical products
- Interim Management Marketing Life Science
- Branding
- Trade fair organization
Value Based Procurement (VBP) as a marketing strategy in medical technology
We would like to demonstrate sananet’s consulting services for marketing strategies in medical technology using the example of Value Based Procurement (VBP).
The quality demand on hospitals and thus also on medical device suppliers is constantly increasing. On the other hand, the cost pressure for medical technology products is increasing. However, competition in today’s healthcare is not only based on price alone, but also on the quality of patient care and overall costs. This paradigm shift towards more quality in patient care, an improvement of treatment results and a reduction of follow-up costs is also called Value Based Procurement (VBP). sananet’s consulting services for marketing strategies in medical technology therefore aim, among other things, at presenting cost reduction as a sales strategy.
A concrete example of Value Based Procurement (VBP) as a marketing strategy in medical technology:
According to a study (German), the costs per patient day on a German intensive care unit amount to approx. 1250 EUR per patient day on the ICU for unventilated patients and 1400 EUR for patient days on the intensive care unit with mechanical ventilation. Personnel costs represent the largest cost factor in hospitals with approx. 50%, ahead of medical material costs with approx. 18% and infrastructure costs with approx. 16%.
Value Based Procurement (VBP) as a marketing strategy now directs the focus away from the direct purchase costs for your medical device to the total therapy costs. This reduction of the total cost of ownership for medical devices is an attractive purchase incentive for hospitals and a good differentiation of your medical devices. Efficient processes are particularly important in Value Based Procurement (VBP). Here’s a little thought experiment: if you reduce your selling price by 10%, that’s effectively 1.8% of costs for the hospital at 18% material costs. If you reduce the working time by 5%, then that is 2.5% effective costs at 50% personnel costs.
Business Case Lie time reduction with reimbursement in the DRG system
Another approach sananet takes in consulting is Value Based Procurement (VBP) based on the reduction of length of stay for reimbursement in the DRG system and how this can be presented in a business case. Please also read exposure time analyse (german).
