The big challenge in selling innovation to healthcare is the misalignment of payment incentives exacerbated by a period of transition from fee-for-service to value-based care. Design a system to deliver better patient care at a lower cost – you may have just reduced hospital revenue. Target the insurers who realize the savings – they cannot always influence care delivery.
All of this is complicated by the time required to prove innovation in this market – the clinician who values the innovation is not the financial decision maker who can approve adoption. The CFO wants evidence of savings – from proposal to white paper can be a 3-4 year cycle. Many healthcare innovators burn through their funding before the puzzle is solved.