The CPT Is Your Friend
Every health tech sales conversation runs up against the same, fundamental challenge.
The solution works. The enthusiasm is there. The outcomes are plausible and meaningful. But then someone has the nerve to ask “How do we pay for this?”
The typical response is to talk about ROI. Better outcomes, reduced readmissions, improved efficiency. And as compelling as those may be, the deal loses out to “We don’t have the budget right now.”
Here’s what I’ve been thinking about lately… some solutions can avoid the entire budget argument… if you can make them self-funded.
I’m working with two companies right now that illustrate this in different ways.
The first is building a chronic care management platform for FQHCs and community clinics – perpetually under-resourced organizations that serve complex patients. CCM (Chronic Care Management) CPT codes have been reimbursable for years, but most of these clinics don’t effectively bill for them. They provide the care, do the work, but leave money on the table because they don’t have the infrastructure to capture it.
This company’s platform delivers the care management, and then manages the reimbursement process. Which means the clinic doesn’t have to create a new budget line. They simply collect the revenue they’re owed. And this makes the sales conversation all about adding revenue.
The second is in the RCM space. I’m working with a founder whose platform eliminated $16,000/month in eligibility denials for a client, and freed up nearly 400 hours of front desk time. That’s new revenue from existing customers and a better conversation.
Different products, different markets but with the same underlying principle. (Actually… it’s two principles. The other one is this: Make it as easy for the customer as possible.)
Here’s my question for the health tech readers here: Are you able to identify ways your offer can generate revenue your prospect is already entitled to?
For example:
- Existing reimbursement codes that the buyer isn’t fully capturing (CCM, TCM, RPM, and others)
- Denial and leakage reduction that immediately improves collections
- Prior auth automation that reduces write-offs and administrative cost
- Compliance and coding accuracy that recovers revenue already earned but incorrectly billed
If your solution touches any of these, you’re not selling an application. You’re selling a revenue recovery mechanism. Which means you probably should be talking to a different buyer and having a different conversation.
And likely having a shorter sales cycle.
