12 Surprising Truths About Engaging Hospital Purchasers

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The way you have successfully conducted business for years will soon be obsolete.

The traditional physician-centric, product-first sales model that has fueled growth in the medical device and biopharmaceutical industries is dying. 

Today, suppliers must learn to navigate complex health systems with diverse stakeholders, myriad committees, limited analytical resources, and evolving clinical protocols. 

Many of you have asked us how to succeed in this new environment. Among the most common questions we've received:


  • How should we sell to ACOs?
  • How can we partner with IDNs?
  • How do we engage the C-suite?
  • How can we prove our quality impact to economic buyers?

In essence, you want to know what the new sales model looks like. But there is no single answer. In fact, we don’t even think these are the right questions, at least not yet.

In 2014, the greatest danger we see is oversimplification—suppliers jumping to conclusions, narrowing options, and failing to see shades of gray. Only those companies able to embrace the complexity of today’s buyers—with nuanced insight, entrepreneurial experimentation, and adaptability—will succeed.

To help you get there, we compiled the 12 most surprising truths about engaging hospital purchasers. Acknowledging these realities can set you and your organizations on a path toward the insight required to build trusted, lasting relationships with high-value customers.

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