New opportunities for suppliers

Compete on delivering unique value over the full cycle of care

• Base strategies on creating unique value for patients
• Focus on cycles of care rather than narrow product usage
• Sell not just products, but provider and patient support

Demonstrate value based on careful study of long-term results and costs versus alternative therapies

• Use evidence of long-term clinical outcomes and cost to demonstrate value compared to alternative therapies
• Conduct new types of long-term comparative studies in collaboration with providers and patients

Ensure that products are used by the right patients

• Increase the success rate instead of maximizing usage
• Target marketing and sales to minimize unnecessary or ineffective therapies

Ensure that products are embedded in the right care delivery processes

• Help providers to utilize products better and minimize errors

Build marketing campaigns based on value, information, and customer support

• Concentrate marketing efforts on value, not volume and discounts

Offer support services that add value rather than reinforce cost shifting

• Support provider efforts to measure and improve results at the medical condition level