Developing a compelling go-to-market strategy in home and community-based care

A large home and community-based care provider saw an opportunity to distinguish itself in a highly fragmented market as the preferred joint venture partner to health systems looking to adopt a transformative post-acute strategy. Read how Vynamic created a go-to-market strategy that positioned this client at the forefront of a shift towards high quality, home-based care, all while reducing the total cost of care.

The challenge

Health systems across the country are under increasing financial and operational pressures that have only been exacerbated by the pandemic. One area of strain that became evident was the deficit in health system capabilities to shorten acute care inpatient hospital stays to transition patients safely to high-quality post-acute care. With a growing, aging population, health systems saw the strategic importance of extending their care continuum to enable cost effective care in the home, where most patients want to be and where they can enjoy a better quality of life.  

Our client, a large home and community-based care provider, saw an opportunity to distinguish itself in a highly fragmented market as the preferred joint venture (JV) partner to health systems looking to adopt a transformative post-acute strategy. Yet leaders within the organization had not yet taken the step to build a comprehensive go-to-market strategy that would provide the strategic focus for health system targeting and effective partnership discussions.  

To help realize the opportunity in JVs, the client engaged Vynamic to create a go-to-market strategy that prioritized which health system partnerships to pursue, defined how to pitch solutions to the priority needs of target health system archetypes, and outlined how to articulate the value of a JV partnership in a clear, compelling, and repeatable way.  

Vynamic was well-positioned to help our client address these challenges due to our depth of knowledge of the healthcare market plus expertise in developing go-to-market strategies.  

The approach

Vynamic has formed a true partnership with this organization over the last several years including the support of many strategic initiatives including operating model definition, leadership transitions, creating new service offerings, and revamping employee benefits. Building on that relationship, we were entrusted with this exciting and important work that would lead to thousands of vulnerable people minimizing in-hospital time and receiving high-quality care in their homes.  

To tackle the project, Vynamic employed our Go-To-Market Strategy service, which uses a data-driven approach to help clients identify and size their market, understand customer needs, and create an authentic value proposition that has a powerful impact.  

Our work followed a three-step approach: 

Defining the market

Vynamic began by surveying 100 health systems to understand their post-acute and home health priorities, drivers for decision making, and awareness and perceptions of different home health brands. We also scanned all publicly available information to evaluate competitors’ joint-venture partnerships and their positioning.    

Using this data, we crystallized customer segments and defined archetypes based on common characteristics, behaviors, drivers, and needs. Combining these insights with key internal stakeholder feedback, Vynamic identified a clear market opportunity that focused on two types of hospital and health system partners.