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How can you analyze your healthcare market and competitors?

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Analyzing your healthcare market and competitors is a crucial step for developing and implementing a successful healthcare strategy and planning. It helps you identify the needs and preferences of your target customers, the strengths and weaknesses of your current and potential rivals, and the opportunities and threats in your external environment. In this article, we will discuss some of the key methods and tools you can use to conduct a comprehensive and effective market and competitor analysis.

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Vesta Adofo

"Empowering businesses with seamless admin, creative, and digital support—so they can focus on what they do best and…

1 Define your market segments

The first step is to define your market segments, or the groups of customers who share similar characteristics, needs, and behaviors. You can use various criteria to segment your market, such as demographics, geography, lifestyle, health status, insurance coverage, or service usage. You can also use a combination of these criteria to create more specific and relevant segments. By defining your market segments, you can better understand the size, growth, and potential of your market, as well as the needs and expectations of your customers.

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Jessica Mojica, CBCS

Quiayamo Billing Service Plus LLC * Certified Billing and Coding Mental Health Specialist * Goldman Sachs Graduate #OMBW Cohort 3 * Medical Billing/Coding and Credentialing Director at NYF *
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You should also get deeper, understanding your customer profiles on an intimate level displays genuine interest and consideration. Survey topics such as their lifestyle hobbies, likes/dislikes and strengths/weaknesses.

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Vesta Adofo

"Empowering businesses with seamless admin, creative, and digital support—so they can focus on what they do best and reach extraordinary heights."
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This is very important and can make you highly profitable. Take a drive around your location, are there a lot of schools, which age range is the average person walking down the street, is there a lot of restaurants or pubs in that area. All these can help you determine which of your services will be highly needed versus those that may not need a lot of clinic space. It will also inform your decisions to purchase scanning equipment or emergency supplies based on the service usage. It can also inform the level of care given or even if you're primed to make house calls if the residents value privacy or if there's a support or care facility in the area. Defining your market segment is key.

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Adnan Nafa

Agency Owner at State Farm
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in home healthcare skilled and unskilled in home care in home healthcare business plan in home healthcare market data in dc area

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2 Assess your competitors

The next step is to assess your competitors, or the other healthcare providers who offer similar or substitute services to your target market segments. You can use various sources of information to identify and evaluate your competitors, such as industry reports, websites, social media, customer reviews, or mystery shopping. You can also use a SWOT analysis to compare your strengths, weaknesses, opportunities, and threats with those of your competitors. By assessing your competitors, you can identify their strategies, capabilities, performance, and positioning, as well as the gaps and niches in the market.

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3 Analyze your competitive advantage

The third step is to analyze your competitive advantage, or the unique value proposition that sets you apart from your competitors and attracts your customers. You can use various frameworks and models to analyze your competitive advantage, such as Porter's five forces, value chain analysis, or the VRIO model. You can also use a positioning map to visualize how you and your competitors are perceived by your customers in terms of key attributes, such as quality, price, convenience, or innovation. By analyzing your competitive advantage, you can determine how you can differentiate yourself from your competitors and create a sustainable and profitable position in the market.

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Vesta Adofo

"Empowering businesses with seamless admin, creative, and digital support—so they can focus on what they do best and reach extraordinary heights."
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Factors such as equipment, staff skills and numbers or even your location can set you up to a great advantage as a healthcare provider. Access in healthcare is still a very key factor in people actually going to see a medical professional so if you are newly set up, ensure you can be found easily. When someone's in dire need and you can be found, they will show up and use your service. Your location and the demographic of the people in that community can influence your offers too.

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4 Monitor your market and competitors

The final step is to monitor your market and competitors, or the ongoing process of collecting and analyzing data and information about the changes and trends in your market and competitive environment. You can use various tools and techniques to monitor your market and competitors, such as market research, surveys, focus groups, interviews, or online analytics. You can also use a dashboard or a scorecard to track and measure your key performance indicators and compare them with your competitors and industry benchmarks. By monitoring your market and competitors, you can adapt and improve your strategy and planning according to the feedback and insights you receive.

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Vesta Adofo

"Empowering businesses with seamless admin, creative, and digital support—so they can focus on what they do best and reach extraordinary heights."
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Do not be afraid when a facility with similar services opens within your market radius. Treat as extra traffic to your facility too. In healthcare, there's always issues and if you set up a rapport with that facility instead of seeing them as a hostile competitor, you can corner that side of the community and refer to each other when you are stretched.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you analyze your healthcare market and competitors?

1

2

3

4

5

1 Define your market segments

2 Assess your competitors

3 Analyze your competitive advantage

4 Monitor your market and competitors

5 Here’s what else to consider

Healthcare Management

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How can you analyze your healthcare market and competitors?

1

2

3

4

5

1 Define your market segments

2 Assess your competitors

3 Analyze your competitive advantage

4 Monitor your market and competitors

5 Here’s what else to consider

Healthcare Management

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