Healthcare manufacturers have big opportunities to grow by exploring whitespace—areas in products, markets, and regions with less competition. Filling these gaps can lead to better awareness among healthcare professionals, proper product use, and improved patient care.
Where Can You Find Whitespace?
- Products: Whether launching new products or supporting mature ones, there are inevitably more products than a typical field sales organization can adequately represent.
- Market Segments: In secondary and tertiary markets, the return on investment for a traditional field sales model may leave some segments untapped, leading to customers with unmet needs.
- Geographies: Expanding into new areas, especially remote and rural regions, where coverage is limited or not cost-effective.
Impact on Healthcare Professionals
For a new product or market to succeed, healthcare professionals must know how and why to use it.
- Awareness: Training, workshops, and collaboration with experts help professionals understand new products.
- Trust: Working with respected medical leaders and sharing clear product data builds confidence.
Proper Use of Products
New products often require training to be used correctly. Without this, their full benefits may not be realized.
- Training Programs: Offer easy-to-follow guides, video tutorials, and live support for proper use.
- On-Demand Access: Provide a variety of training options to meet healthcare providers’ preferred formats and schedules. You never know when a patient needing your product will walk through their doors.
Better Patient Outcomes
When healthcare manufacturers bridge gaps in whitespace, patients benefit through:
- More Access: Patients in underserved areas gain access to better tools for treatment.
- Increased Safety: Improved training for healthcare providers and adherence to product instructions lead to safer patient care.
Final Thoughts
Whitespace offers a key opportunity for healthcare manufacturers to grow and make a real difference. By increasing access to products, reaching providers in underserved areas, and expanding into new markets, they can improve healthcare professionals’ knowledge, ensure proper product training, and enhance patient care.
