Market Penetration Essay Case Study

Market Penetration Essay- Case Study
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Institutional Affiliation(s)Abstract
Development of Electronic Health Records and other informatics used within the medical industry are required to abide by particular tenets that facilitate speedy adoption by the potential clients. These are the relative advantage, compatibility, complexity, divisibility, and communicability. These tenets ensure that the product complies with the market needs and failure to abide by any of these tenets will result in problems that will affect the adoption of the product by its target market. This paper tackles a case study that interrogates the factors that influence the adoption of Electronic Health Records. The case study presented is about a healthcare system that has been adopted by a particular group of users that deal with single medical specialties while the adoption by groups that deal with multiple specialties is still problematic. The paper also presents a viable process that leads to the addressing of the problem presented in the case study. The findings of this paper will enable the readers to develop a deeper understanding of some of the principles of healthcare marketing, especially regarding healthcare informatics.
Keywords: Electronic Health Records, EHR Optimization, EHR Assessment

Market Penetration Essay- Case Study
According to Berkowitz (2010), several factors affect the rate of adoption of new products by markets. These factors are the relative advantage, compatibility, complexity, divisibility, and communicability.

From the case study, it is clear that the adoption problem is only present in multispecialty groups as opposed to single-specialty groups. It is also evident that the competing company Cerner is experiencing the same problem. Considering a competitor with a similar product is experiencing the same problem, it is safe to say that the relative advantage factor is rendered mute. From the case study it is clear that the systems are neither complex nor do they bring out any issues of divisibility and communicability. In light of this, the matter that remains standing is the compatibility factor. Compatibility refers to the extent to which the system is consistent with the needs of the potential adopting organization.
This factor is further reinforced by the fact that the adoption problem is premised on the groups such that, groups that deal with single specialty have embraced the product while those of multiple specialties have not. This situation indicates that the systems are more compatible with the single specialty groups. It is, therefore, crucial that Eclypsis addresses this problem before Cerner to exploit the gaping market.
The best way to address this is to, first of all, conduct an Electronic Health Records Assessment to fully understand what the multi-specialty groups needs vis-a-vis what is currently available. This assessment should be done in collaboration with the potential end users who are the multiple specialty groups. This analysis will generate the information required to fully optimize the systems to make them compatible with the needs of the market.
Reference
Berkowitz, E. N. (2010). Essentials of health care marketing (2nd ed.). Burlington, MA: Jones & Bartlett Learning.