Social media can strengthen healthcare B2B integration

The success of B2B partnership in servicing the healthcare industry is, as with any industry, very dependent upon quality of communication between partners, and between B2B partnerships and their customers. That communication is about more than data; it’s about raising awareness, increasing demand, and enhancing credibility.

A tool too seldom considered for this kind of communication is social media, which is now ubiquitous, flexible, and very low cost. Dodge Communications has suggested a set of strategies for integrating social media into healthcare B2B integration in ways that strengthen it.

B2B healthcare’s connection to both customers and providers cuts across a broad demographic, in all quarters of society. It’s wise, then, to cultivate content that provides and stimulates communication via as many appropriate social media platforms as possible, to target all the desired age groups, workplace environments and other relevant demographics. Leveraging different social media channels for the specific demographics they cater to is a wise direction.

Dodge Communications has also stressed the importance of consistency in maintaining social media channels. The manner in which specific messages are categorized and the rate of regular messages per category is important; customer and provider expectations will be both established and fulfilled by continuity in messaging.

Finally, Dodge has made the point that two-way communication between partner companies and customers/providers is essential, to provide necessary feedback for process improvement and the fine-tuning of service delivery expectations. Moreover, that same feedback mechanism can enhance customer acquisition, becoming a means of establishing a positive relationship as prospects become customers.

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Some Common Misconceptions about Managed File Transfer

Though the adoption of Managed File Transfer within B2B-integrated partnerships has been significant, a number of misconceptions about the technology remain pervasive, and can inspire reluctance in some partners to implement it – to the detriment of all.

The average employee sends/receives fifteen email attachments a day, for a total of over 5,000 attachments a year, per person – and even if that seems a little high, it does confirm that a great deal of ad hoc data transfer is occurring, much of it informal, yet in support of formal B2B processes. This compromises the security and robustness of those processes, while diminishing data integrity.

Managed File Transfer is the technology of choice for dealing with this maverick data handling; but its effectiveness depends upon its adoption throughout the supply chain.

IT Business Edge cited several misconceptions about MTF that could hinder its adoption:

1. MTF is only about moving data from Point A to Point B. No, it is also about implementing consistent security; reducing user error; and achieving deeper integration with the systems handling the data;
2. It is redundant; employees use IT-approved company email and systems for data transfer. In fact, almost two-thirds of employees surveyed said they have used personal email for storage and transfer of company data, so email should be eliminated as a data transfer method altogether;
3. Existing FTP and other methods are fine; employees know what they’re doing. No, nearly half of employees surveyed are unaware of their companies’ data transfer policies, and a third said that no such policies existed;
4. The existing data transfer policy is effective. How is it possible to be certain of this, when un-managed file transfer by definition cannot be monitored?
5. MFT is too expensive to implement. While it is true that MTF is more costly than conventional file transfer solutions, it is easy to see that it pays for itself in recovered downtime in supply chain operations, which are costly throughout the supply chain.

An obvious means of mitigating the reluctance of a B2B partner to adopt MTF is to offer incentive for adoption throughout the supply chain, making it a standard throughout, and sharing the costs of implementation and maintenance. This approach in itself can satisfy many of the objections and make for a smoother adoption.

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Important trends are impacting B2B priorities and agendas

While many of the trends in B2B, such as the use of managed file transfer and increasingly ubiquitous shared standards, may be obvious, a great many are not. The B2B landscape is changing swiftly as consumer supply and demand dynamics continue to evolve at an astonishing rate.

The International Data Corporation cites a number of less-obvious trends as important cues in B2B integration strategy and planning:

1. Consumer empowerment. The modern consumer is making increasingly informed decisions and can become well-informed faster than ever, thanks to the Internet’s easy access to information and consumer reviews of products and services;

2. The complexity of globalization. Extended communities of partners are now increasingly common in the face of the growing global economy; new markets are emerging at break-neck pace, and low-cost sourcing is increasingly common;

3. Volatile demand. The consumer’s proliferation of choices and easy access to decision-driving information have resulted in diminished brand loyalty, making supply chain performance increasingly important in product selection;

4. Accelerated business. The Internet-driven acceleration of business in all industries has increased the priority of agile performance and response in every member of the B2B supply chain.

Each of these somewhat passive realities has added to the urgency of increasing flexibility and visibility as essential steps in adapting to the evolution of the marketplace, IDC has found. As the demands and expectations of consumers are steadily ratcheting up, the internal prioritization and self-imposed discipline to answer that demand with similarly-improved performance and adaptability have become mission-critical.

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IoT to drive API usage for B2B Integration

IoT will be the biggest driver of integration technology in history. It will impact every point of  integration, whether its between two systems or two business entities. Devices are becoming smart and almost everything either has a sensor or will have one soon. As devices become smarter and use internet for connectivity, they will become more capable of handling tasks as well. In all likelihood, these smart devices will play a major role in e-commerce and B2B Integration.

We already see some examples of such activity and what future may hold:

1. Smartphones with NFC being used for payments. In future devices can become smart enough to recognize the shipment arriving at the warehouse, inspect it for damage, count it and automatically credit supplier account based on negotiated rate without any human involvement.

2. Smart watches for health information monitoring relaying data back for research and other medical usage. In future, the healthcare insurance card may just become an app on your smart watch and as you go through medical procedure, it may track diagnosis, prescription and claims.

3. Current thermostats learn usage patterns and automate settings. Next generation may even provide recommendations for reducing utility bills by showing ads from energy vendors or alternatives sources in your area and even change your utility company with a simple click.

The world is coming closer and the boundaries are disappearing fast. Sensors and devices transmit data in real-time and that will drive the usage of APIs for B2B Integration. APIs provide secure, real-time alternative to traditionally file based B2B interactions. Check out the Integration trends for 2015 and what future holds.

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