MGMA Increases Revenue by 12x with Embedded Analytics
- Company: Medical Group Management Association
- Application: DataDive
- Industry: Healthcare
- Customers were unhappy with DataDive's limited features and functionality.
- DataDive now accounts for 76 percent of the total data product revenue.
- MGMA is able to deliver their product with a new licensing model, thus expanding their customer base and increasing revenue.
Lasting seven-year-long partnership with an embedded BI partner
Grew DataDive business by 12 times
MGMA now releases the annual updated application to customers two months faster than previous iterations
“After launching with Logi, DataDive accounted for 76 percent of the total data product revenue, making it MGMA's most profitable data product to date."Miranda Bender, Senior Manager, Business Intelligence, MGMA
An Unsustainable Innovation Path
MGMA’s flagship product, DataDive, is a self-service application that analyzes data from individual healthcare practices as well as benchmark data from across the industry.
MGMA initially opted to utilize a consulting firm to develop a custom analytics solution for DataDive. By outsourcing, they hoped to free up internal development resources. However, the team soon found themselves with an overwhelming backlog of customer requests for improvements—and it was taking the consulting firm weeks to fix critical issues. The team also had to be very strategic when making updates outside of new product releases, as this was extremely costly.
David Litzau, Director of IT for MGMA, knew they needed a more financially sustainable solution that would allow the team to innovate faster. In Logi, Litzau found a strategic partner.
Seven-Year Partnership: 12x Growth in Revenue
Using Logi’s elemental design, MGMA was able to rapidly develop and deploy DataDive. They now release annual updates to DataDive two months faster than their outsourced solution. This shorter development time allows MGMA to deliver the latest features to market more quickly.
Seven years later, DataDive is MGMA’s most profitable data product, accounting for 76 percent of the total data product revenue. Not only does DataDive drive revenue, it provides MGMA with additional opportunities to scale. In fact, MGMA brought on Miranda Bender, MGMA’s Senior Manager of Business Intelligence, to manage the growing DataDive product team.
The Business Impact MGMA Didn’t Expect
“Logi has enabled us to change the entire licensing and use structure of DataDive,” Bender said. “Customers can now purchase multi-user licenses versus a single user structure.” As a result, MGMA reaches a wider customer base, and it does so more cost-effectively than when they built their analytics in house.
Also because of Logi, the development team can now rapidly incorporate ad-hoc customer requests and add features throughout the year. Requests that once took weeks to deploy take just days. Not only does this agile approach keep existing customers happy, it allows engineering resources to be re-allocated to developing core IP—ensuring DataDive remains a leader in the market.
Having a strategic long-term partner invested in DataDive’s success has strengthened MGMA’s core product. By freeing up development resources and satisfying users with faster response times, DataDive remains profitable and competitive in the marketplace.