Challenge

Publicly-traded NextGen Healthcare pioneered Electronic Healthcare Records (EHR), and established a market leadership position as the preeminent player in ambulatory care IT solutions. To take advantage of the changing healthcare landscape, NextGen broadened its portfolio of solutions to also include revenue management, patient engagement and interoperability.

The company found its leadership position being threatened by changes in the healthcare landscape (Affordable Care Act), combined with the entry of well-funded healthcare IT and cloud upstarts into their market.

Solution

NextGen Healthcare teamed with Firebrick to reverse the situation, reassert its leadership in a changed marketplace and reignite revenue growth. Working in collaboration with a cross-functional team of NextGen executives, Firebrick developed a positioning strategy, story and viewpoint for NextGen’s expanded product portfolio in order to take back the buying criteria and drive clear differentiation from its new set of competitors.

In addition, a Firebrick-designed sales enablement program facilitated internal rollout of the new positioning for NextGen’s field sales team. This effort turned the marketing messages into buyer conversations and provided pragmatic guidance for using the new storyline in different selling motions.

Result

The evolution of NextGen Healthcare’s positioning reasserted the its leadership position in the market by giving the company a strong viewpoint, redefining the buying criteria in the company’s favor, and driving its highest pipeline in two years. NextGen has continued to increase its market share in the ambulatory care market while accelerating revenue and cross-selling in Revenue Cycle Management, Population Health and Interoperability. The company is poised to be the next $500M technology company.