Across the US, 39.8 percent of total healthcare spending is spent in hospitals (ranging as high as 49.4 percent of dollars in South Dakota to as low as 32.9 percent in New Jersey). Collectively, hospitals employ 42 percent of the physicians in the country.
Clearly, hospitals play a central and significant role in our $3 trillion healthcare system. Given those stakes, it should come as no surprise that hospitals are complex businesses.
There are multiple layers of leadership and decision makers; it can often be challenging to identify the right stakeholders to target. One of our recent posts focused on the C-Suite level of hospital leadership — who they are and what they care about — but there are more roles within a hospital that a MedTech business needs to understand. Clinical leadership encompasses some of those roles. In this piece, we’ll examine what clinical leadership is and who makes up a clinical leadership team.
Your MedTech system may add value to healthcare providers in a wide variety of settings, but successfully selling to different types of organizations takes different approaches. To illustrate this point, consider these five types of hospitals, what makes each unique, and how marketing and sales need to adapt their messaging and processes for each to move prospects through the sales funnel.
An Accountable Care Organization (ACO) plays an important role in reducing costs and re-aligning incentives across the healthcare system to encourage less focus on the volume of services delivered and emphasize the quality and outcomes of the services delivered. ACOs have the potential to revolutionize healthcare, but what exactly are ACOs, and why should they matter to you?
Selling to hospitals is complex. With multiple decision makers and stakeholders, it can be difficult to know which titles to target, as well as how to target effectively. Once you define who you want to go after, you have to understand that buyer intimately, including what they are responsible for and what matters to them.
When looking at the highest level of hospital leadership, some argue that “selling higher” is the best approach. However, according to a study published by Forester, executives consider less than 20 percent of their meetings with salespeople to be valuable.
So, how do you get to be part of that 20 percent? You have to know that persona completely with a 360-degree viewpoint. In breaking down the who’s who of leadership, you need to know what they do and what matters to them, so you remain relevant.
Whether you attend as an exhibitor, for education, or to advance your business, medical technology conferences offer great opportunities to network, stay current on industry trends, and inspire your team. Among the many MedTech conferences you could put on your 2019 calendar, these 10 stand out as the best investments of your time and resources. Make sure to register early – and don’t forget to book your hotel!
If a physician’s phone system and receptionist are good at their jobs, you probably aren’t getting through to that prospect with a cold call. And although you may be able to find physicians on social media, you may not be able to communicate effectively with them on those platforms. Email is the best option for reaching out to MedTech prospects and getting your message across.
A personalized email allows you to get straight to the point in your subject line and boil down information into an easy read, complete with clear ROI. When used correctly, email gives you the opportunity to capture a physician’s attention with the advantages of your MedTech product and sets the stage for continued engagement.
First, however, you need to actually find the doctor’s email address.
If you’re willing to spend the time doing some detective work, there are five ways MedTech sales reps and marketing departments can track down doctors’ email addresses.