By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Defining the Point of Care Market
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > Finance > Defining the Point of Care Market
BusinessFinanceMedical DevicesTechnology

Defining the Point of Care Market

Tim Gee
Tim Gee
Share
8 Min Read
Market Segmentation
SHARE

It’s useful to segment and analyze markets for developing company and product strategy or analyzing a competitor’s actions. Such an exercise helps illuminate why companies and markets do what they do – and what they might do in the future. In getting ready for this year’s HIMSS in Orlando, I’ve been thinking about the point of care (PoC) market. At the first Medical Device Connectivity conference in 2009, I defined the PoC market as the workflow and data associated with direct patient care in nursing units, the ED, surgery and related areas.

It’s useful to segment and analyze markets for developing company and product strategy or analyzing a competitor’s actions. Such an exercise helps illuminate why companies and markets do what they do – and what they might do in the future. In getting ready for this year’s HIMSS in Orlando, I’ve been thinking about the point of care (PoC) market. At the first Medical Device Connectivity conference in 2009, I defined the PoC market as the workflow and data associated with direct patient care in nursing units, the ED, surgery and related areas. This contrasts with EMRs managing orders, diagnostics, capturing charges  and generally documenting things for the medical/legal record. (You can download a PDF of the presentation here.)

Many devices and software applications used at the PoC are FDA regulated medical devices because they are directly used in the diagnosis or therapy of patients. Because the PoC is where direct patient care is delivered, most PoC solutions meet the FDA’s definition of a medical device. Imagine a layer cake:

  • The bottom layer is the patient;
  • On top of that are patient attached medical devices;
  • Next up are software applications like alarm notification, clinical decision support systems and messaging middleware; and
  • Finally, the top layer is the EMR

The PoC market is bound on one side by medical device manufacturers, most of whom still think of themselves as box makers, and on the other side by EMR vendors who can get plenty clinical, but are repulsed by the prospect of being any more regulated by FDA than they already are (e.g., blood bank, PACS, LIS).

More Read

Importance Of CRM Software In The Healthcare Industry
Coal Plant Clean-Up: Health Benefits Exceed Industry Costs
Microvisk Limited Uses Same Technology as iPhone, Wii to Measure Blood Coagulation
Palliative Care Teams – A Big Improvement in Quality of Life
PCORI Challenge Awards $125K to 8 Digital Tools That Connect Patients & Researchers

Market SegmentationBack in 2009 I divided the market into 7 segments:

  • RTLS – tracking the locations of patients, staff and assets;
  • Patient flow – visibility and workflow automation for bed turnover and capacity management;
  • Nurse call – supporting the communications and interaction between patients and caregivers;
  • Messaging middleware – rules driven messaging and workflow automation;
  • Unified communications – telephony and text messaging;
  • Medical device data systems (MDDS) – acquisition and management of medical device data; and
  • Data aggregation – the collection, organization and presentation of complex data optimized over time.

These days I would add  clinical decision support systems for things like tight glycemic control or diagnosing sepsis. One could also argue that meds administration is also a part of the PoC market. This is far from a perfect model, and there are other messy details. For example, some part of a CPOE/infusion pump interoperable solution would fit as PoC software and (I’m expecting) will be FDA regulated.

These segments can be further divided into enabling technologies and workflow solutions. Enabling technologies are characterized by their specialized functions – RTLS for tracking locations, unified communications for voice or text communications, MDDS to acquire and manage medical device data for use by other systems, and nurse call for the call and response between patients and staff.

Enabling technology solutions tend to fall into two groups. The first group is made up of horizontal market vendors that sell enabling technology into a variety of markets – think RTLS and unified communications. These horizontal market vendors have no problem being commodity suppliers, competing on a narrow set of specifications and price. The next group is more  focused on health care, e.g., MDDS and nurse call. While they may server other vertical markets (e.g., nurse call including corrections and education vertical markets) a critical mass of health care specialization limits horizontal market opportunities. In an effort to avoid the commodity status embraced by horizontal market enabling technologies, MDDS and nurse call are working to move up the value chain by extending their solutions to include workflow automation.

The workflow solution market segments facilitate the initiation and successful completion of certain tasks. Patient flow solutions aim to improve resource utilization in the ED, surgery or house wide. Emphasis may be placed on providing visibility, bed or room turn over, or more sophisticated resource planning or interfacility patient transfers. Data aggregation takes data from a variety of sources (EMR, diagnostic systems, medical devices, etc.), organizes and presents the data that often changes over time. Currently most of these systems are procedure based, like LiveData or Carrot Medical. Messaging middleware systems can leverage data on location, physiological data (diagnostic, therapy and monitoring), and care delivery data (nursing vigilance, orders to be fulfilled, coordination of care, etc.) to automate a wide variety of workflows. Some of the value propositions for messaging middleware include: alarm notification, critical test results reporting, clinical decision support to guide diagnosis or therapy, patient transport, patient flow… really, just about any workflow at the PoC can be addressed by messaging middleware.

Another interesting characteristic of the PoC market is the potential for a common architecture made up of the following components:

  • Rules engine,
  • Event processing engine,
  • Messaging engine,
  • Integration engine (for HL7 and other standards),
  • Dashboard engine (for generating much of the user interface). and
  • Database.

Not every product in the PoC market uses this architecture. Enabling technologies that don’t automate workflow may look completely different. Also, older workflow automation solutions may have purpose built workflow automation software.

A final shared trait among PoC products is their focus on things found at the point of care: patients, medical devices, caregivers, techs and clinicians. Because of this and the preceding characteristics, at some point in the future the market segments that make up the PoC market will start to collapse into one market and a new category of enterprise software will begin to emerge.

The PoC market is a crowded one. I’m presently tracking almost 100 PoC companies:

  • RTLS – 11,
  • Patient flow – 24,
  • Nurse call – 25,
  • Messaging middleware – 18,
  • Unified communications – 7,
  • MDDS – 17, and
  • Data aggregation – 3.
TAGGED:healthcare marketingHIMSS 2014point of care market
Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

a woman walking on the hallway
6 Easy Healthcare Ways to Sit Less and Move More Every Day
Health
September 9, 2025
Clinical Expertise
Healthcare at a Crossroads: Why Leadership Matters More Than Ever
Global Healthcare
September 9, 2025
travel nurse in north carolina
Balancing Speed and Scope: Choosing the Nursing Degree That Fits Your Goals
Nursing
September 1, 2025
intimacy
How to Keep Intimacy Comfortable as You Age
Relationship and Lifestyle Senior Care
September 1, 2025

You Might also Like

patient-centric healthcare
Hospital Administration

Patient-Centric Care Models: Aligning Staffing with Patient Needs

November 26, 2024
cost and value in healthcare
BusinessFinance

The Problem with Thinking We Get What We Pay for in Health Care

July 25, 2014

Increasing Hospital Risks

March 18, 2011
Artificial IntelligenceMedical DevicesMedical InnovationsTechnology

How Artificial Intelligence Is Transforming Healthcare

March 31, 2019
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?