Overview
“How to find who is taking market share?” Health systems are facing increasing competition, and patient outmigration is a key source of revenue loss. Understanding specific competitors and establishing data-driven defensive strategies can combat leakage and keep patients in a network.
To create a comprehensive view of opportunities and areas for improvement, HSG provides, proprietary all-payer healthcare claims data analytics and advisory services that offer insight on competitive market dynamics across service lines, providers, and patients.
Challenges
HSG’s client knew they were losing market share to a major competitor in the area, but did not have insight into the percentage of share lost, the sources of leakage, the service lines affected, and so on. Its healthcare leaders sought information to better understand the competitive market and identify specific opportunities to recapture growth.
PROCESS
HSG’s process centers around a highly efficient all-payer claims database approach that tracks patients across all outpatient and ambulatory sites of care. This solution provides the best answer to a crucial question: “which market competitors are taking volume from our health system from an outpatient market share perspective?”
HSG has developed a nationwide dataset that can be accessed within HSG Dashboard. A solution designed to answer specific questions around competitor market share capture makes the data accessible and actionable. The competitor solution is completely customizable to each hospital and health system, with a wide range of unique views:
- Service line view – healthcare leaders can view service line market share percentages by specific competitors
- Geographic view – drilling down further, the competitor solution can provide a breakdown of market share capture by individual counties as well as broader geographies
- Customized views – the data can be sliced and diced into customizable, ultra-specific data sets and views
SOLUTION
By examining the volume of lab services in HSG’s competitor workbook, HSG’s partner client could see that its primary competitor had increased its share by more than five percent over the last year and a half. They were also able to observe that the competitor was capturing significant incremental volume from oncology, cardiovascular, and general radiology services.
From there, HSG’s partner client further examined particular service lines – in this case cardiovascular share – and look at its competitor’s market share volume in cardiovascular service by county. Its healthcare leaders could see that the competitor had gained market share across all counties, while also seeing counties with the greatest impact on volume and those with the smallest impact.
Working with HSG Advisors’ guidance, the leadership team was able to utilize the data to immediately identify opportunities to reverse market share losses and base both short- and long-term plans on accurate and detailed competitive intelligence.
RESULTS
The competitor workbook inspired HSG’s partner client to develop and implement defensive strategies to capture patient volume in the service lines with the greatest volume losses, focus on counties with the greatest impact first, and develop a strategic plan to regain market share. The detailed and customized data views empowered leadership to base their plans and decisions on ultra-specific data not available elsewhere.
The benefits did not stop there. the leadership team is continuing to track ROI, measure benefits from market share recapture, and county-by-county changes in patient volumes by service line. This ongoing insight allows the hospital to remain nimble and adapt to any changes in the industry or competitive environment as they happen.
CONCLUSION
HSG’s partner client is a testament to the success of HSG’s competitor solutions. It provides clients with a quick and simple way to understand competitor impacts. With these details, healthcare leaders can develop strategies to better compete in the market and retain patients within a network.
