Launching a New Marketplace for Non-Acute Healthcare

Client: Leading Group-Purchasing Organization

Industry: Healthcare

Location: United States

Capabilities: Business Design, Enterprise Agility, Next-Gen IT

Situation

Although 17% of the U.S. GDP is spent on healthcare, how people choose to receive care is evolving. With more patients selecting non-acute facilities, established procurement systems are ill-equipped to meet the demands of smaller providers. A large Group-Purchasing Organization (GPO) that serves nearly 4,000 hospitals sought to launch a business designed for this “alternate site” market. The service would be created from the ground up, from developing the brand and establishing vendors to building the online platform and ensuring integration with customers’ systems. Deployed properly, it would enable non-acute facilities to spend less time managing procurement processes and more time improving patient outcomes.

Collaboration

The GPO understood that bringing volume pricing, trusted vendors and a positive procurement experience would be a boon to non-acute facility managers. Yet entering a new market required better understanding of its stakeholders, dynamics and needs.

Wipro Digital and Designit conducted extensive research to develop customer journeys for multiple personas. These insights provided the foundation for a single online marketplace where facilities could efficiently research, compare and buy everything from medical items to office supplies. The research also informed development of a new brand identity and product positioning.

This scalable platform was designed to meet facilities’ current and future expectations for convenience, transparency and value. Facility managers had grown accustomed to achieving these through high-touch salespeople, but shrinking margins had reduced the amount of personalized service available. By leveraging decades of procurement experience, along with the design and implementation expertise of its partners, the GPO could launch a marketplace with easy enrollment, extensive product information, and a consistent, customized experience across mobile and PC environments.

Outcomes

The GPO’s new platform will bring increased efficiency, service levels and procurement resources to non-acute facilities throughout the United States. As a result, facility managers will improve their productivity and be able to focus on improving patient outcomes rather than on sourcing supplies.

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