I worked in many different countries and with many multinational, medium and small companies. Can we think there is a different approach due to the market dimension, products and services sold or delivered? 

Maybe, but all of us must follow some rules and some of those are common for all of us.

How often have you seen a market decrease or incapability to penetrate it? How many times unplanned events completely displaced us? How often was the corporate market penetration project not aligned with the market reality? How often have you been lost, as an Area Manager, Country Manager or Business Development Manager, in the uncertainty of corporate strategies? How often have you discovered to be in the wrong place, at the wrong moment, with the wrong tasks?

Everything starts with the desire to spread our market and our revenues to become bigger and stronger. Maybe, following our competitor's actions, a particular project, a possible bid, a partnership, customer needs, or a grip with the local lobbying system. 

So, a new market will bear through a scheduled and planned investment. Maybe, running a corporate expansion project.

I aim to analyse the steps necessary to avoid mistakes and misunderstandings between corporate and new market management. I can't cover all the essential actions and needs, but I can try to underline some topics. 

Steps to Internalize a Healthcare Software 

Study the Target Country 

First, I want to underline that it is necessary to study the target country deeply. Do not underestimate this activity cause if you do it incorrectly, your plan will fail. 

Start having a look at the national healthcare stats and organisation. Let you be helped by a local consultant who can drive you deeply inside the market sector knowledge. 

The information comes from different sources:

• International institutions and their local office (WHO, World Bank, NGO, International lobby institution, university, etc.)
• National institutions (Ministry of Health and local healthcare authorities, private institutions, partners, specialists, etc.)
• Strategic consultancy company and specialist network (listen to experts and companies in strategic solution consulting, technology consulting, operations, tax, legal and administrative services)
• Stakeholders and partners (Opinion leaders, national and local politicians, local specialists and doctors, specialised press, potential partners and so on)
• Dedicated mission on site (visit inside public and private hospitals, laboratories, general practitioners, specialists and any important person or institution involved in the healthcare field)

Learn about the Healthcare Operations 

Knowledge is more important than institution and foresight. It is like saying, "If you don't know, it's better you don't go". Without a clear idea of where you are landing, there is no possibility of having a good approach to the strategic plan. 

For instance, a lack of knowledge of information flows and operating methods inside the hospital sector could create a false perception of the relationship between that market and your products. 

Consequently, you will plan the introduction of a product that is far to be useful or fit for the target market.

The result?

A waste of time and money.

This article was contributed by our expert Corrado Proia  

Frequently Asked Questions Answered by Corrado Proia

Q1. What are the unique features of healthcare software?

Some features of the softwares are:

• Easier access to the healthcare data which leads to better quality data and patient satisfaction
• Better Data management.