Decision units
Clinician (Champion)
Goals: Improve patient outcomes, reduce complications, streamline workflow, maintain autonomy.
Outreach patterns: Clinical evidence summaries, peer testimonials, CME-eligible content, in-service demonstrations, trial periods.
Supply chain (Gatekeeper)
Goals: Standardize inventory, reduce costs, ensure reliable delivery, minimize SKU proliferation.
Outreach patterns: Vendor onboarding documentation, pricing transparency, GPO/IDN alignment, delivery logistics, contract terms.
Value analysis committee (Evaluator)
Goals: Assess clinical benefit, financial impact, implementation feasibility, risk mitigation.
Outreach patterns: Structured dossier (clinical rationale, economic model, references, implementation plan), committee presentation, Q&A support.
Finance (Approver)
Goals: ROI justification, budget fit, reimbursement certainty, risk assessment.
Outreach patterns: Financial models, reimbursement briefs, budget impact analysis, case studies with cost data.
IT/EMR (Enabler)
Goals: Integration feasibility, data security, workflow compatibility, minimal disruption.
Outreach patterns: Technical specifications, EMR order-set templates, interface documentation, implementation timeline.
Outreach sequencing
Phase 1: Awareness (Clinician)
Build clinical interest through evidence summaries, webinars, and peer introductions. Goal: secure champion.
Phase 2: Evaluation (Supply chain + Value analysis)
Provide structured materials for formal review. Goal: committee submission and approval.
Phase 3: Approval (Finance)
Present economic justification and reimbursement clarity. Goal: budget allocation and contract terms.
Phase 4: Implementation (IT + Supply chain)
Coordinate technical setup and logistics. Goal: go-live readiness and first case.
IDN and ASC nuances
IDN (Integrated Delivery Network)
Multiple facilities require coordinated rollout. Start with flagship hospital, demonstrate success, then expand. Leverage system-wide contracts and shared services.
ASC (Ambulatory Surgery Center)
Faster decision cycles but tighter economics. Focus on case volume, reimbursement certainty, and scheduling efficiency. Physician-owners often hold dual roles (clinician + finance).