Selling medical products into Hospitals
Over the years selling for most industries has changed relatively little compared to how selling to healthcare organizations has changed. Ask any professional salesperson, with 15-20 years experience, of their perspective related to selling medical supplies, medical devices, Capital equipment, pharmaceuticals and other health care related products and services. The bottom line - it is virtually an entirely different job than it was 20 years ago. Or is it?
Some might say, it was relatively much easier to access the economic buyers, whether in the hospital setting, physician office or other healthcare provider setting. Substantiating this with, often appointments weren't needed and those that did need to be made weren't several weeks out before getting in. Sales reps would carry a bag of "promotional goodies" - pens, coffee mugs, note pads or other trade specific items. Often times a sales rep could wait in the back room or mosey around in the halls - either in the physician office or the hospital setting - waiting to catch their "economic buyer" - physician, nurse, office manager. No gatekeepers - could that actually have been possible? Remember grabbing the "Pharma-rep slide" concept and training other-than pharma-sales-reps similarly? How about free samples and, ultimately, often expected. Any recollection about the luncheons? Or the huge chocolate trays for the nurses station? Mmm - truffles - Yes, I do remember those days.
Regulators - Let's take a look at a few of the regulators - have we seen any changes there? How far can you go back recalling changes - let's just consider only a few: Anti-kickback laws - Stark Laws - Budget Act - Health Reform - FDA Regulations - Manufacturing - Compliance - Certification - Licenses......
Clinical Knowledge - Back in the old days a healthcare or medical sales representative with a good command of “Clinical-Chat Capabilities” could talk shop with and make sales to doctors. Is that really all it took to close sales? It is often thought, there wasn't a true need for understanding the economics of the sale. Or was there? Sure there was - Just as there is today. Bottom line - sales representatives of today (and yesteryears) - need to know what they are talking about - they need to know their product, clinical benefits, economic benefits and much more.
What is the Sales Process for selling into Hospitals? Medical Sales representatives need to know who controls the purchasing budget and how the organization does its buying. Who makes the buying decision in the hospital? Identifying the decision maker and the process for purchasing is a major element to successfully selling into hospitals or physician offices. Does the hospital or physician's office belong to a buying group or Group Purchasing Organization
Health care professionals are trained to read, research and utilize RESOURCES. They tend to look for the most detailed presentations they can find. Credible reprints from their favorite magazines, newsletters and journals can be of added value. Very often, they typically know a "WOW" when they see it, but there may be a need to research the data/information being presented for certain products. The point is, the presentation should be short and sweet resulting in that initial "WOW" feeling. Treat this buyer like an expert in the field. Hospital buyers typically knows what else is out there and has investigated the market (in their facility) in depth.
The successful sales representative will take a consultative selling approach and develop credibility and trust.
Planning steps for small businesses to sell their products or services to hospitals
Okay, so you have a product you want to sell to hospitals? Where do you start to begin selling to hospitals?
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Competitors' Matrix- A competitive matrix is an analysis tool that helps you establish your company's competitive advantage. Begin a chart type or list of columns and be sure to be honest here. |
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Exploratory Phase - |
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more to come............
