The Hidden Growth Play in Healthcare Payments

Jessica Albright · 2026-11-11

### The Hidden Growth Play in Healthcare Payments If you're an ISO or a healthcare-focused ISV, you're probably used to thinking of payments as just... processing. Swipe, authorize, settle, repeat. But here's the thing: that mindset might be leaving serious money on the table. Healthcare providers aren't just looking for a way to accept cards anymore. They want integrated solutions that help them run their entire business. And that's where embedded payments come in—delivering way more than just transaction processing. ### Why Healthcare Providers Need More Than Processing Think about a dental office, a veterinary clinic, or a medical spa. They're juggling appointments, billing, patient records, and payments—often across disconnected systems. It's messy. And messy means lost time, lost revenue, and frustrated staff. That's why providers like Strictly are building their own software platforms that combine practice management with payments. By embedding capabilities like recurring billing, revenue cycle management, text-to-pay, and patient financing directly into their software, they're creating a seamless experience for both providers and patients. > "The combination of software and payments creates a more comprehensive solution—one that streamlines operations and improves the patient experience." For ISOs, this is a wake-up call. If you're only offering processing, you're competing on price. But if you can deliver a full-stack solution that solves real business problems, you become a strategic partner—not just a vendor. ### How ISOs and ISVs Can Unlock New Growth So how do you make the shift? It starts with recognizing that vertical software expertise and payments distribution are a powerful combo. Here are a few ways to capitalize on it: - **Partner with healthcare ISVs**: Instead of building everything yourself, team up with software companies that already serve dental, veterinary, or medical spa markets. Integrate payments into their platforms and tap into their existing customer base. - **Develop proprietary technology**: If partnerships aren't your thing, consider building your own vertical software. It's a bigger investment, but it gives you full control over the customer experience and creates a moat around your business. - **Focus on value-added services**: Go beyond basic processing by offering recurring billing, financing options, and revenue cycle management. These services not only generate more revenue but also deepen your relationships with providers. - **Build a scalable go-to-market strategy**: Healthcare is a relationship-driven industry. You'll need a sales approach that understands the unique needs of different provider types—whether it's a solo dental practice or a multi-location veterinary group. ### The Bottom Line The healthcare payments space is ripe for disruption. Providers are hungry for integrated solutions that save them time and money. And ISOs and ISVs that can deliver those solutions will be the ones that win. So ask yourself: are you still just processing payments? Or are you ready to move beyond processing and unlock new growth in healthcare? *This article is based on a webinar featuring Lisa Brooks, SVP of Healthcare Partner Management; Orlando Alvarez, Founder and CEO; and Don Apgar, Director of Merchant Services.*