How do you develop an effective value proposition for a healthcare software or solution?

Developing an effective value proposition for healthcare technology starts with answering one crucial question: Value to whom?

In healthcare, there are four main stakeholders: patients, providers, policymakers, and payers – the “4 Ps” of healthcare. Different stakeholder perspectives will determine what they consider valuable and the outcomes they seek from healthcare services. To create a strong value proposition, first identify your target audience. Who are you speaking to? Once you know that, you can understand their pain points better! What issues matter most to them? How can your solution uniquely address those concerns?

By narrowing down “value to whom,” you’ll have a clearer idea of how your technology or platform is positioned to solve the problems faced by specific stakeholders in healthcare.

And that’s how you craft an effective value proposition!


Understanding the Stakeholders in Healthcare

When developing a value proposition for healthcare software or solutions, it is essential to first understand who your target audience is and what they consider valuable. In healthcare, there are four primary stakeholders: patients, providers, policymakers and payers. Each of these groups has different perspectives on what constitutes value in healthcare services.

To develop an effective value proposition for your product or solution, you must answer the question “value to whom?” To do this successfully, you need to identify which group(s) will benefit most from your offering and then focus on addressing their specific needs.


Focusing on Pain Points

Once you have identified your target audience’s perspective within the complex world of healthcare stakeholders – be it patients, providers, policymakers or payers – you can begin to understand their unique pain points. Focus on challenges faced by that specific group individually rather than attempting a one-size-fits-all approach that seeks broad appeal across all categories of stakeholders. Each of those stakeholders views healthcare from a different lens, so it’s very difficult to craft a value proposition for healthcare technology that satisfies all of them effectively.

Pain points may vary greatly between different audiences; for example:

  • Patients: Their primary concerns may be access to care (both in terms of physical location and cost), understanding their treatment options fully enough make informed decisions about them themselves as well receiving personalized attention support throughout process managing chronic conditions effectively at home with minimal disruption daily life;
  • Providers: They look towards efficient workflows within clinical settings while maintaining high quality patient outcomes along reducing administrative burdens associated paperwork billing compliance issues;
  • Policymakers : These individuals require evidence-based data demonstrating effectiveness new technologies policies ensuring equitable distribution resources so everyone benefits equally regardless socio-economic status background ethnicity etc.;
  • Payers: Payers want reduce overall expenditure without compromising care outcomes, seeking technologies that can manage high-cost patient populations while improving quality and reducing unnecessary hospitalizations.

When developing your value proposition, it is essential to understand the unique challenges faced by each group and then demonstrate how your healthcare software or solution addresses those specific pain points in a meaningful way.


Demonstrating Unique Value

Once you have identified your target audience’s pain points, the next step in crafting an effective value proposition for your healthcare software or solution is demonstrating how it solves their problems uniquely. This requires showcasing the aspects of your offering that set it apart from other solutions on the market. It could be through innovative features, ease of use, cost savings or improved patient outcomes – whatever sets you apart from competitors and resonates with stakeholders’ most pressing concerns should be emphasized in order to build a compelling case for adoption.

In addition to highlighting these differentiators directly within messaging materials aimed at potential buyers users (e.g., marketing collateral sales presentations), consider also presenting evidence supporting any claims you make about the technology, device or tool.


Developing an effective value proposition for healthcare software or solutions requires a thorough understanding of the various stakeholders involved and their unique pain points. By focusing on addressing these challenges directly and demonstrating how your offering is uniquely positioned to solve them, you can create a compelling case for adoption that resonates with your target audience and drives success in this competitive market.


What ways do you think you can answer that “value to whom” question to develop an effective value proposition for healthcare technology?


For more content like this, check out our Insights Page and check out The Better Outcomes Show. Or if you want to humanize healthcare through your business or organization, learn how Rehab U Practice Solutions can help here! You can also schedule a call with Rafi to discuss your company’s positioning strategy and brainstorm a business development plan here. Check out Rafi’s latest book, Better Outcomes: A Guide to Humanizing Healthcare, on Amazon!

Rafael E. Salazar II, MHS, OTR/L (Rafi) is the Principal Owner of Rehab U Practice Solutions and the host of The Better Outcomes Show and the author of Better Outcomes: A Guide to Humanizing Healthcare. His career trajectory includes 12+ years of experience in healthcare management, clinical operations, programmatic development, marketing & business development. He even spent some time as an Assistant Professor in a Graduate Program of Occupational Therapy and has served on numerous boards and regulatory committees. He has worked on projects ranging from patient engagement initiatives to marketing communication campaigns to a multi million dollar project assisting the State of Georgia's Department of Behavioral Health and Developmental Disabilities transition individuals out of state institutions to community residences. His work on Telehealth has been discussed in Forbes.

Today, Rafi helps innovative healthcare companies like technology startups, platforms, SaaS companies & innovative healthcare organizations develop effective positioning strategy and business development plans through his consulting work. He also leverages his experience as a professor and academic to speak and train on the topics around humanizing the healthcare experience & healthcare innovation. In addition, Rafi also owns and operates ProActive Rehabilitation & Wellness, a multidisciplinary outpatient clinic treating patients with musculoskeletal pain.

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Medical Professionals RafiIf you are an innovative healthcare company looking to humanize healthcare through direct service delivery, technology, a device, or software, then reach out. We'd love to talk with you about how Rehab U Practice Solutions can help.

What we can help you do:

✅ Clarify your product, service, or organization's positioning strategy...

✅ Identify what is most valuable and least valuable to your targeted healthcare stakeholder...

✅ Develop a Market Penetration Roadmap to align your company's value proposition with your targeted healthcare stakeholder to develop a bottom up marketing strategy...

We help you not only craft your healthcare positioning strategy, we help you identify your highest value offer for your target audience, align that value with your market, and help you develop a business development system that leverages insights from market data & industry-specific resources to enable your business development team to effectively drive business for your organization.

I also speak and train at healthcare conferences, events, and organizations on topics related to technology-enabled care, healthcare innovation, healthcare positioning, and humanizing the healthcare experience.


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