Market Mover®: Turning Healthcare Data Into Growth

Decisions can’t be left to guesswork or outdated reports when it comes to growing your healthcare business. Yet too often, teams are forced to rely on patchy healthcare data, complex analytics tools, or even intuition to guide their strategies —tools that are often expensive and difficult to integrate. 

Market Mover® transforms raw healthcare data into clear, actionable insights. By bringing together patient volume trends, referral patterns, payer mixes, licensure insights and more into a single intuitive platform, it helps teams identify opportunities, highlight clinical outcomes and create a growth strategy you can have confidence in.

Here is a Q&A with Healthcraft Creative Solutions’s Analytics Director Kolby Mangino on how Market Mover translates data into actionable insights for healthcare providers.

Strategic Vision

Q: What inspired the creation of Market Mover, and how does it fill a gap in the healthcare analytics space?

A: Market Mover was born from years of frustration with how disconnected healthcare data can be. It’s often scattered across government sources, outdated Excel reports, and tools that weren’t built for people who actually use the information. Healthcare providers and sales and marketing teams alike sometimes make high-stakes decisions based on intuition or outdated lists. We wanted to change that.

Market Mover brings together high-value data from paid and public sources and turns it into something usable. It gives users instant visibility into their local clinical needs, performance, referral patterns, payers, claims and how they stack up against the competition. In short, it bridges the gap between raw healthcare data and real-world business strategy.

Q: How do you see Market Mover changing the way healthcare providers approach strategy development?

A: Instead of relying on anecdotal knowledge, providers can now anchor their strategy in data that tells a story. Market Mover surfaces metrics like quality measures, survey scores and comparative benchmarks to show referral sources why you are worth sending their referrals. 

Market Mover helps with a variety of other challenges providers often face, such as guiding decisions for expanding clinical capabilities to address local patient needs, determining what payers your organization should be contracted with, and understanding the availability of licensed healthcare professionals to recruit for open jobs.

Q: What differentiates Market Mover from other analytics platforms available today?
A: Market Mover is not an analytics platform. It is a data-driven strategy platform, designed to give you the market intelligence you need to shape your growth strategy. 

Most healthcare analytics tools are built for analysts or executives. Market Mover is built for doers — the people actually responsible for finding and building relationships. It doesn’t require a data background. Everything is visual, intuitive, and focused on answering practical questions like “Who are my top referral sources?” or “Who am I losing referrals to and how might I differentiate myself?”

It’s also designed to evolve, combining payer and quality data, proximity analysis, and team collaboration tools in one simple interface. That blend of accessibility and strategic depth is what truly sets it apart.

Functionality & Benefits

Q: Can you share an example of how access to real-time data could impact a provider’s day-to-day operations?
A: Imagine an Executive Director of a skilled nursing facility planning their week. Instead of guessing which referral sources to contact, they open Market Mover and instantly see the volume of patients being sent to another facility with unimpressive outcomes and is further away from the hospital. They can filter by setting, outcomes data, or quality rating and know exactly where to focus.

That same Executive Director can pull up visuals during a meeting and speak directly to their facility’s strengths. It shifts the entire dynamic from sales pitch to a strategic partnership.

Q: What kind of data or insights will users receive that help them better understand market pain points and warm up sales calls?
A: Users get a full picture of the market around every provider including payer mix, admission trends, rehospitalization rates, and competitive benchmarks. This means a provider walking into a meeting already knows what matters most to that hospital. Are they struggling with rehospitalizations? Are they in need of a partner who can take vent patients?
By showing that level of understanding right away, providers position themselves as trusted advisors rather than just another group asking for face time.

Q: Can you walk us through how Market Mover translates raw data into actionable insights to help providers tell a better story?
A: Market Mover does the heavy lifting behind the scenes. It aggregates data from disparate datasets and aligns it at the organization level, then layers in visuals, rankings, and comparisons that make complex analysis easy to digest.
For example, a user can pull up an organization’s performance dashboard and see a “storyline” unfold: how its quality has trended, what’s changing with the facilities they are referring their patients to currently, and where gaps are forming in its payer relationships. That becomes the foundation for meaningful, data-driven conversations that build credibility and drive results.

Community & Growth

Q: How does Market Mover help organizations connect with a local community's wants and needs?

A: Healthcare is inherently local. Market Mover highlights the unique dynamics of every community — which facilities serve the area, which hospitals dominate referrals, and which populations are growing or underserved.
By making that information visible and easy to interpret, it helps organizations identify where they can make the biggest local impact, whether that’s expanding services, improving quality, or simply showing up where patients need them most.

Q: How does the platform support growth efforts for both small organizations and larger healthcare systems?
A: For smaller organizations, Market Mover levels the playing field. It gives them access to the same market intelligence large systems use, without the cost or complexity.
For larger organizations, it provides strategic visibility across multiple markets, helping leadership spot underperforming areas or new growth opportunities. In both cases, it creates alignment between the data, the strategy, and the people executing it.

Looking Ahead

Q: What features or functionalities are you most excited about for launch, and what’s next on the roadmap after the initial release?

A: At launch, I’m most excited about how Market Mover blends usability with depth — instant market searches, competitive mapping, and provider profiles that combine payer, quality, and operational metrics in one place.
Next up is expanding collaboration and personalization. Teams will soon be able to build shared watchlists, track performance by territory, and overlay their internal sales data to measure progress directly against market trends. It’s about helping organizations not just see the data, but act on it together.

Q: How do you envision Market Mover evolving over the next 2–3 years as healthcare sales strategies continue to change?

A: In the next few years, Market Mover will become the glue between market intelligence and business execution. We’re moving toward a world where healthcare decisions are driven by transparency, value, and partnerships, and Market Mover will be the platform that makes those insights accessible to everyone involved.
I see it evolving into an indispensable daily tool — guiding territory planning, supporting payer negotiations, and informing strategic growth decisions across the healthcare industry.

Turning Healthcare Data into Growth

By simplifying access to high-value healthcare data and turning it into meaningful stories, Market Mover equips healthcare providers to engage referral sources with credibility, clarity, and purpose. Whether leveling the playing field for small organizations or scaling insights across large health systems, Market Mover bridges the gap between healthcare data and execution.

Ready to transform your marketing strategy?
Sign-up for Market Mover or contact Healthcraft Creative Solutions today.