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How can you negotiate with hospital buyers to sell diagnostic imaging?

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Negotiating with hospital buyers can be challenging, especially when you are selling diagnostic imaging equipment. Hospital buyers are often under pressure to reduce costs, optimize utilization, and comply with regulations. They may also have multiple stakeholders to consider, such as physicians, administrators, and patients. How can you overcome these obstacles and close more deals? Here are some tips to help you negotiate with hospital buyers to sell diagnostic imaging.

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Maged ElDaghashy

Marketing Manager - Premium Business at MACRO Group Pharmaceuticals.

1 Understand their needs

Before you approach a hospital buyer, do your homework. Research their current situation, goals, challenges, and priorities. Find out what kind of diagnostic imaging equipment they already have, how often they use it, and what problems they face. Identify their pain points and gaps, and how your solution can address them. Also, learn about their decision-making process, timeline, budget, and criteria. This will help you tailor your pitch, anticipate their objections, and offer value.

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Maged ElDaghashy

Marketing Manager - Premium Business at MACRO Group Pharmaceuticals.
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Negotiating with hospital buyers for an integrated diagnostic tool requires strategic collaboration with the market access team & an innovative approach. Nivolumab launch, a leading immuno-oncology product, demonstrated the importance of cross-functional work. By emphasizing the new treatment paradigm and the need for a specific diagnostic test, we conveyed its unique value. Rather than solely focusing on benefits, we emphasized the potential loss without such testing, stressing cost-effectiveness and convenience. The approach prompted the development of a patient support program, easing local testing access. Ultimately, our efforts expedited approval, revolutionizing brand penetration and enhancing access to critical healthcare solutions.

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2 Build rapport and trust

Hospital buyers are not just looking for the best price or features. They are looking for a partner who can help them achieve their desired outcomes and support them throughout the lifecycle of the equipment. Therefore, you need to build rapport and trust with them. Show genuine interest in their situation, listen to their concerns, and ask open-ended questions. Demonstrate your expertise, credibility, and reliability. Provide testimonials, case studies, and references. Follow up regularly and keep them informed.

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3 Highlight benefits and ROI

Hospital buyers need to justify their purchase decisions to their superiors and stakeholders. They need to show how the diagnostic imaging equipment will improve patient care, operational efficiency, and financial performance. Therefore, you need to highlight the benefits and ROI of your solution. Use data, evidence, and stories to show how your equipment can enhance diagnostic accuracy, reduce errors, increase throughput, lower maintenance costs, and generate revenue. Focus on the value, not the price.

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4 Handle objections and concerns

Hospital buyers may have various objections and concerns about your diagnostic imaging equipment. They may question its quality, compatibility, usability, or safety. They may also compare it with other options or ask for discounts or concessions. You need to handle these objections and concerns effectively. Acknowledge their point of view, validate their feelings, and empathize with their situation. Then, provide clear, concise, and confident responses that address their issues and reinforce your value proposition.

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Ahmed Showman

Dynamic Sales Manager | Accelerating Revenue Growth in FMCG, Nutrition, & Pharma | Expertise in Direct Sales & Key Accounts Management
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Provide a detailed implementation plan that outlines how your diagnostic imaging equipment will be installed, integrated into the hospital's workflow, and how training and support will be provided. Assure them that minimal disruption will occur during the transition process.

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5 Ask for the commitment

The final step of negotiating with hospital buyers is to ask for the commitment. You need to move the conversation from exploration to action. You need to ask for a clear and specific next step that will move the deal forward. This could be a trial, a demonstration, a proposal, a contract, or a purchase order. You need to be assertive, but not aggressive. You need to use a positive and confident tone, and avoid sounding desperate or pushy. You also need to overcome any last-minute hesitations or objections that may arise.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you negotiate with hospital buyers to sell diagnostic imaging?

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1 Understand their needs

2 Build rapport and trust

3 Highlight benefits and ROI

4 Handle objections and concerns

5 Ask for the commitment

6 Here’s what else to consider

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