Remaining A Niche Provider Organization Requires New Marketing Thinking

One of the big questions right now for the executive teams of smaller specialty provider organizations is how to remain financially viable. Prior to the pandemic crisis, the payer preference for “integrated care” and increasing price competition challenged the viability of smaller organizations. Then came the current crisis, adding to the financial sustainability challenges.

For most specialty provider organizations, there are two paths to sustainability. One is to find a “fit” in the integrated delivery systems in their geography by adding primary care, by strategically merging or collaborating with complementary provider organizations, and/or by developing referral relationships and technology . . .