Top Three Strategies for Selling Medical Devices to Hospitals

By Your Health Magazine

The sales of medical equipment to hospitals are much more complicated than regular retail or business-to-business sales. Hospitals are well regulated, have a lean budget and have to look at patient safety, clinical outcomes and how it will integrate with their current systems before making a purchase decision. Medical device sales representatives and companies must therefore adopt strategic measures that are open to the distinct dynamics of healthcare organizations. The following are the three most effective strategies that have been used to sell medical devices to hospitals:

1. The Decision-Making Structures Navigation

It is important to understand and maneuver through the internal decision-making process of the hospital. Medical devices are seldom purchased by an individual, and they are more often determined by a committee or other stakeholders. These usually comprise of physicians, biomedical engineers, procurement officers, hospital administrators and in some cases patient safety or risk management personnel. Being aware not only of who to speak to, but also how each of the stakeholders’ priorities vary can be a significant benefit.

Important strategies are:

Key influencers and gatekeepers: Salespeople should do their homework and find out who the key decision-makers are, the influencers, and the people who do the technical analysis or budgetary analysis.
Customizing messages: Understand that clinicians will be most interested in clinical efficacy and how the device will improve patient outcomes, whereas administrators may be more interested in cost, reimbursement, and regulatory compliance.
Consensus building: Consult with key stakeholders as early as possible and attempt to answer their particular concerns during meetings and presentations.
The strategy forms the basis of building credibility, addressing various needs, and progressing the sales process within a hospital setting.

2. The Value Added to the Product

Hospitals no longer want a device, but in the current value-based healthcare environment, they want clinical evidence, workflow enhancements, and support. An effective sales strategy relies on the ability to show practical value and differentiate amidst a lot of noise. A hospital can be influenced to purchase a product based on the way it is perceived as a partner and not a mere vendor.

When communicating value, this medical equipment supplier should provide strong clinical evidence, compelling case studies, and clear return on investment (ROI) calculations that align with the hospital’s priorities. For example, if infection control is a pressing concern, they could demonstrate how the device helps reduce infection rates and related costs. Additionally, offering on-site demonstrations and pilot programs can show how the product performs and delivers measurable results in the hospital’s real clinical environment.

Also, focus on training, service, and after-sales. Suppliers who are able to guarantee a smooth adoption process and assist in troubleshooting, staff education, and routine maintenance are more likely to be trusted by the hospitals. As an example, Amtech Medical is a U.S.-based company that deals with the comprehensive service and support of various medical equipment, such as lasers, laboratory, and spa/aesthetician equipment. Such companies distinguish themselves by paying attention to the whole customer experience, rather than the first sale.

3. Compliance and Easy Integration with Regulations

Hospitals have to meet strict regulatory standards in terms of medical equipment- FDA clearance, safety testing, clinical trials, and HIPAA or other privacy laws. Proving that your device is compliant with these requirements or even better, will help hospitals to be confident that they are investing in something that will be compliant and future-proof.

Moreover, the hospital equipment should be able to connect with the existing systems, e.g., electronic health records (EHRs), laboratory information systems, or facility safety protocols, without any disruption of the workflow. The sales teams are expected to bring with them the necessary certifications, documentation, and evidence of interoperability. They must clearly explain the manner in which the device will be installed, supported, and maintained throughout its lifecycle.

Good coordination with the IT and clinical engineering departments of the hospital prior to and after the sale is a boost. The provision of migration support, staff training, and integration manuals with detailed instructions will cement the reputation of a supplier as a reliable and professional one.

Final Thoughts

The ability to sell medical devices to hospitals is far more than a market-leading product; it is an informed, consultative approach. The salespeople who are able to negotiate through hospital decision hierarchies, who are able to show strong real-world value, and who are able to assure compliance and integration into the operations are most likely to gain the trust of the hospitals and long-term contracts.

Amtech Medical is an example of a brand that hospitals love: one that provides a wide product line, excellent service, and a partnership attitude that goes far beyond the sale. These are the best strategies that medical device sellers can use to become trusted partners in the ever-changing environment of hospital procurement.