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The digitization of health care was supposed to be the boon to buoy the channel through turbulent economic times. While other sectors constricted their IT spending, government infusions to health care modernization and the need for medical practices to upgrade systems would bring ample opportunities to the channel.

That simply hasn’t been the case. The channel’s enthusiasm for health care technology has waned as solution providers discover that IT in this segment is more than just electronic medical records applications and compliance. And, much to the chagrin of solution providers, physicians and clinicians are hugely risk adverse and slow decision makers when it comes to technology adoption.

Despite the channel turning dour on health care IT, ample opportunity remains in this vertical. And that’s why Ingram Micro has created a new program for solution providers serious about developing and enhancing their health care practices.

The Ingram Micro Healthcare Partner Network isn’t for those interested in entering the market, but rather those with established practices. The distributor is providing technology, training and marketing resources to solution providers who are already supporting tier 2 (regional medical facilities) and tier 3 (physician practices) health care organizations.

“The customers are not looking for something short term. If you’re going to drive change in health care, it’s going to take a long-term investment,” says Mike Humke, senior director of vertical markets, Ingram Micro U.S.

Humke knows a thing or two about making commitments to vertical markets. He joined Ingram last year after serving as Hewlett-Packard’s long-time director of public sector channels, which includes health care. The program he crafted at Ingram is about extending capabilities more so than starting practices. Health care solution providers already have established relationships with customers. Their issue isn’t how to service health care providers, but rather how to meet all of their technology needs.

“It is a complex, difficult market,” Humke tells Channelnomics. “There isn’t any one partner that can truly deliver 100 percent in a hospital or physician market.”

Through the Healthcare Partner Network, participating solution providers can develop reciprocal relationships with other specialists. This will enable solution providers to leverage the capabilities of peers and keep customers from seeking out competitive providers.

“If someone is good with RFID and needs a network solution, a solution provider can go partner with someone to deliver the total solution,” Humke says. “It’s about collaborating to extend their reach and grow their opportunities.”

The Healthcare Partner Network isn’t just designed for solution providers with practices, it also carries entry requirements. Non-members of the Ingram Micro Services Network (IMSN) must pay a $300 annual membership fee. And all solution providers entering the program must pass screening requirements to ensure they have a foundational health care practice.

What Ingram recognizes is that health care is one of those verticals that requires more than a passing interest for solution providers to make a difference or find success. The health care industry’s quirks and existing barriers to entry have cleared the field of solution providers looking to cash in on what was perceived as easy money. Those remaining in the game are serious and committed. Ingram’s Healthcare Partner Network is designed to ensure these solution providers thrive in what always was a huge opportunity for those with staying power.

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Lawrence M. Walsh is CEO and president of The 2112 Group, a technology business advisory service that specializes in optimizing indirect channels and partner relationships. He’s also the executive director of the Channel Vanguard Council. He is the former publisher of Channel Insider and editor of VARBusiness Magazine. You can reach him at lmwalsh@the2112group.com.

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Larry Walsh:@lmwalsh2112| Channelnomics: @channelnomics