Biggest Challenges Faced By A Clinical Business Development Manager At InteliWound
Kayva's biggest challenge lies in navigating the complexities of the Arizona wound care market, where a high senior population and a history of industry abuse create significant distrust. To overcome this, a focus on "process driven care over product" and emphasizing a holistic approach to patient well-being is essential for building trust and differentiating oneself among numerous competitors in a highly audited and lucrative field.
Healthcare Industry, Business Development, Market Differentiation, Trust Building, Ethical Considerations
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Kayva Jha
Clinical Business Development Manager
InteliWound
Barrett, the Honors College at Arizona State University
Arizona State University (ASU) - W. P. Carey - MS in Business Management
Medical, Sciences & Related, Biology & Related Sciences
Biotechnology & Pharmaceutical, Healthcare, Medical & Wellness
Business Strategy
Disabled
Video Highlights
1. Navigating a competitive market: The wound care industry in Arizona is saturated, requiring strategic differentiation to stand out among numerous mobile wound care companies.
2. Building trust in a scrutinized field: Wound care's history of being highly audited and sometimes exploited necessitates careful messaging and emphasis on ethical practices to gain patient trust.
3. Prioritizing patient-centered care: Focusing on process-driven care and pro bono services helps build trust by demonstrating a commitment to the patient's overall well-being rather than solely focusing on profit or specific products.
Transcript
What's your biggest challenge in your role?
The biggest challenge in my role relates to the nature of the industry I'm in, specifically wound care and its market. Arizona has a high senior population, and there are many mobile wound care companies.
There's a lot of background knowledge required – I call it the "gossip." It's not really gossip, but knowing the dynamics of the wound care industry. Understanding which words trigger negative perceptions versus positive ones is crucial.
Wound care is the most highly audited field in medicine. So, when you announce you're a mobile wound care company, especially in Arizona, people are often on guard. Wound care is extremely lucrative, and some individuals have abused it, which has been widely reported.
Therefore, in Arizona, you must be very careful about how you message the services you provide. At the end of the day, you're trying to help people, but it can be difficult because the biggest barrier to someone receiving care is trusting the process or the next person they'll go to.
I face the challenge of knowing I'm one of many competing for market share. I also have to ensure I'm not scaring people away with the services we offer.
Specifically with our clinic, we do a lot of pro bono work, which helps significantly. We also emphasize process-driven care over product. This helps build trust, as we are coming out to help the whole patient, not just the wound itself.
Constantly differentiating yourself is key when you have many competitors doing the same thing. The biggest challenge is figuring out how to stand out. However, it's also the most exciting part – innovating that competitive advantage and value differentiators.