Updated 11/14/20

You have a lot to offer hospitals and healthcare organizations, but getting in front of the right people, let alone obtaining buy-in, is tough. More so than in other industries, because there’s more at issue, such as patient safety and well-being, life and death. This contributes to healthcare’s notoriously long, complex buying cycles that typically involve many people.

And those people are burdened with high rates of burnout. Given their staggering workloads and grueling schedules, you must be remarkable to win their time and attention. With that in mind, here are five ways to stand out and succeed in winning their business:

There are over 6,000 hospitals in the United States, ranging from private to public, for-profit to non-profit, government to academic facilities, pediatric to geriatric, community based to integrated delivery networks, and the list goes on.

Differing missions, histories, and cultures define them, and differing purchasing processes, reimbursement methods, regulatory agencies, and restrictions constrain them. No wonder it’s challenging to win their business!

To put your best foot forward, you’ll want to look carefully at your target institution before attempting to sell to them. In addition to learning how their purchasing system works and how decisions are made, you’ll want to ask age-old marketing questions, such as: What sets the institution apart from others, and what do they see as the bedrock of their reputation?

Are they focused on caring for vulnerable, underserved communities? Are they known for offering the most advanced tools and technology? Are they aspiring to be the go-to for premium exceptional care? Or a broad access general hospital serving community needs “in their own backyard?”

In what way does the institution’s current situation block them from delivering the experience for which they want to be known? How can you help them remove these roadblocks?

You want to answer these questions in a way that makes it easy for them to see how your offering would benefit them on the broadest possible level. However, without insider input, this can be very difficult. Luckily, help is at hand. Keep reading!

Because every healthcare organization is different, there’s no one-size-fits-all way to woo them. For example, even job titles mean different things at different institutions. How can you navigate the buying process effectively when it isn’t clear who handles what and where the barriers to entry lie?

Without this knowledge, your sales and marketing communication will be hit and miss.

That’s why, to greatly increase your chances of a favorable response from decision makers, you want to partner with a “clinical champion.” This might be a medical director or another authority with knowledge of your target institution’s organizational structure, key decision makers, influencers, policies, procedures, and more.

A good champion wields influence at the highest level (board) if needed (e.g., for a very large purchase), understands the purchasing process, facilitates getting your product in front of the right people, and inspires vital conversations about its potential benefits and value.

What’s more, throughout the buying process and beyond, a champion’s guidance can help you stay the course, avoid costly missteps, and stand out for the right reasons.

Where do you find a clinical champion? Your sales reps may be able to help you identify a good candidate. If not, then LinkedIn can be a great resource.

It’s no secret that many healthcare organizations struggle to improve quality of care, increase efficiency, and reduce costs. It’s also well known that outdated products and systems hold them back. But fear of making a bad decision, and resistance to change, may prevent them from looking at your solution.

This is where numbers can be a big help. Confidence-building numbers include those that show your offering’s ability to improve patient outcomes, enhance workflows, facilitate scheduling, retain highly skilled healthcare workers, ensure uptime, boost interoperability, safeguard data, control costs, increase revenue, and protect the bottom line.

Your experience can also provide a considerable amount of comfort. Did you pilot your product successfully at another institution? If so, nurture peace of mind by inviting prospective buyers to talk to past clients about the pros and cons and what it’s like to work with you.

Compelling numbers and word of mouth from clients can significantly reduce healthcare buyers’ fear of making the wrong choice while strengthening your credibility.

Given the demands on doctors, nurses, and healthcare staff, replacing, starting, or upgrading tools and processes can be extremely stressful. Even if it would make their lives easier, just the thought of adding another item to their to-do list can be exhausting.

To ease their stress, clearly and empathetically explain how you can help with change management, implementation, and training once your product is given the green light. This can make it a lot easier for buyers to view you as a trusted, long-term partner.

Also, be prepared to have your completed, proof-read contract ready when your product gets approved to go before the healthcare entity’s value analysis committee. If you need a refresher, this is the team whose job it is to protect the interests of the institution and its patients.

Being ready with your well-written contract not only makes you look more credible, but it can also greatly reduce the time it takes to get your product into the organization.

Whatever you do to help healthcare organizations succeed and tell a better “story,” you want to express it in meaningful, target-specific language that aligns with their plans and priorities. Always speak from the heart and goals of the organization’s mission. Including real-world examples can greatly increase clarity and make you easier to trust.

This is also a good place to mention healthcare acronyms (of which there are lots!). To make as good a first impression as possible, those who are new to talking with healthcare execs may want to pick up a copy of Selling to Hospitals & Healthcare Organizations: A Glossary of Business Acumen & Personnel.

Of course, what you say and how you say it depends on your audience. Here, your clinical champion can offer terrific insights that enhance your ability to position both the institution, and yourself, for success.

To increase your chances of winning more business, learn all that you can about the hospitals or healthcare organizations before presenting your proposals. Then you can speak to their perspectives, reputations, needs, and missions. Give yourself a genuine advantage by partnering with a clinical champion who “knows the ropes” of your target institution and the key people in the purchasing process.

Provide reassurance with confidence-building data, and give decision makers the comfort of talking to other clients you’ve helped. Clearly explain how you can help with change management, implementation, and training to ensure a successful launch of the new product or system.

Also, have your contract ready for review with all of the details complete and the language polished. And tell the institution’s story of progress and innovation with meaningful marketing materials that honor their unique history and mission.

These approaches will help you to inspire empathy with your prospects and build trust that the institution is in good hands when doing business with you.

Yours for a better tomorrow,