Patrick Vega's quarterly column is intended to prompt orthopedic device company thinking beyond price by better understanding the provider environment and by pursuing provider partnerships that convert one-time sales into long-term strategic and trusted partnerships. He explores core elements of hospital value analysis and purchasing, and ways that your sales channel can successfully navigate the processes.

In this fourth installment of his quarterly column, Patrick Vega of Vizient Advisory Solutions provides a description of ambulatory settings and strategies, and suggests ways that device companies can capitalize on the shift from inpatient surgical settings to hospital outpatient departments, ASCs and outpatient sites of care. Contributors to this article hypothesize that device companies that better understand the outpatient setting can more effectively adapt their products, services and support to meet customer needs.

As hospitals, health systems and their associated provider environments become ever more complex, traditional approaches to establishing relationships, selling products and servicing accounts have become less effective. OEMs that endeavor to both understand the customer environment, in its full continuum, and meaningfully invest in a partnership with providers can be rewarded with market share growth, reciprocal value and more permanence in their relations with providers and IDNs.

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