Export IT profile: Healthpoint
Healthpoint was founded 12 years ago with the purpose of making New Zealand’s healthcare system more accessible and understandable to ordinary people.
Healthpoint (www.healthpoint. co.nz) provides systems, processes and a platform which publishes content rich information about health providers. This means empowered consumers making better choices and medical professionals having the right information to improve patient flow. Milestones include: • Established a person focused health
services directory service in 2004. • Established a cloud emergency planning tool in 2011 which improves the resilience of GP practices by leading them through a process of risk, emergency and business continuity planning. The solution is also used extensively in Australia by GP practices and endorsed by the Royal Australian College of GPs. • Established Nexxt in 2013 – a cloud clinical decision support tool which presents clinical pathways integrated into clinician’s patient management systems.
• Healthpoint is looking to break into the UK and Australian markets next. Networking with the local community of healthcare providers, health IT vendors, consultants and government officials is vital. This helps to understand the competitive and opportunity landscape and the crafting of a delivery team. Conferences present an excellent and efficient forum for this in most countries. • Australia looks similar to New Zealand but when you scratch the surface it’s a challenging environment for Kiwi health IT companies to succeed in. The funding models don’t currently support successful long term integrated care models.
Challenges and learnings:
• Balancing focus and resources on New Zealand customers with Healthpoints global growth aspirations is a big challenge. • Determining globally where Healthpoint solutions can add step change value to customers and turn initial conversations into real contracts is another. • Dealing with the long sales cycles in public sector healthcare. Three years is not unusual from initial discussions to contracts signing. • Choose partners carefully through transparent alignment of goals. Co-branding Healthpoint’s solution with the RACGP supported engagement and implementation. Being seen as a local vendor in the target market was an essential step to gaining traction. • The biggest learning is around relationship building and being open to partnering with local organisations to build in market capability. • The biggest challenge is dealing with the decisionmaking and bureaucracy within the health sector. Which is why relationship building and partnering is so important.
• Take a long view and develop relationships with opinion leaders and key organisations who’ll influence both funders and users. • Tenacity is essential, there are many ups and downs
on the journey to success. • Only bite off what you can chew. Don’t overcommit
too early. • Only raise capital if you seriously need it. Chasing capital can be a massive distraction, undermine your ownership position and restrict your freedom to make decisions on your future. • Develop a close relationship early with NZTE and
work with them to develop your export approach.