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How can you get your medical sales products on a hospital CMO's preferred list?

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Getting your medical sales products on a hospital CMO's preferred list can be a challenging but rewarding goal. The CMO, or chief medical officer, is the top decision-maker for clinical matters and has a significant influence on the hospital's purchasing policies. To win over the CMO, you need to demonstrate the value, quality, and relevance of your products, as well as build trust and rapport with them. Here are some tips on how to do that.

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Amr Kandeel

Apotekare p? region Sk?ne
Avinash Athalye

Sales Professional | B2B | B2C | Institutional Sales

1 Research the CMO and the hospital

Before you approach the CMO, you need to do your homework and learn as much as you can about them and their hospital. What are their pain points, goals, priorities, and preferences? What are the current trends, challenges, and opportunities in their market and specialty? What are the standards, regulations, and guidelines that they follow? How do they evaluate and compare products? By doing your research, you can tailor your pitch and message to their specific needs and interests, and show that you understand their perspective and context.

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2 Connect with the CMO's network

The CMO is not the only person who can influence their decision. They often rely on the input and feedback of other stakeholders, such as physicians, nurses, pharmacists, administrators, and patients. To get your products on the CMO's preferred list, you need to connect with these people and gain their support and endorsement. You can do this by attending events, joining associations, asking for referrals, and providing education and training. By building relationships with the CMO's network, you can increase your credibility and visibility, and create positive word-of-mouth for your products.

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Amr Kandeel

Apotekare p? region Sk?ne
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Have a professional network with the right CMO's network will be an important part of developing a tailored marketing approach that highly customised to your customer. Your customer is looking efter an effective solution and not just a product. We need a reliable sustainable professional network with target CMO.

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3 Showcase the value of your products

The CMO wants to see evidence that your products can deliver value to their hospital and patients. Value can mean different things to different CMOs, such as improving outcomes, reducing costs, enhancing efficiency, or increasing satisfaction. You need to showcase the value of your products in a clear, concise, and compelling way, using data, testimonials, case studies, and demonstrations. You also need to highlight how your products are different and better than the alternatives, and how they can solve the CMO's specific problems or goals.

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Kunal Banerjee

Healthcare Enabler | Sales & Business Development | Med Affairs | Launch Excellence | Strategy | Pharma / Medical Device | IIM-Kozhikode Alumni | Ex-AZ, BD, Roche & Novartis. Talks about # Healthcare # Business # CRM
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I would have a different perspective. Although the intent here is to connect, build and strengthen network with CMO to demonstrate value leading to entry of product but it should not be done with the sole idea of influencing decision making pertaining to product. A rapport or a good connect can go a long way in smoothen things and turn out to be beneficial and good for facilitation but it should not be perceived as an opportunity or else it may backfire. So setting proper boundaries vis-a-vis addressing the concerns or keeping a tap of the unmet needs is a good approach as long it is played professionally.

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4 Follow up and follow through

Getting your products on the CMO's preferred list is not a one-time event, but a continuous process. You need to follow up and follow through with the CMO and their network, and maintain regular communication and engagement. You can do this by providing updates, feedback, support, and resources, and by addressing any questions, concerns, or objections that they may have. You also need to deliver on your promises and expectations, and show that you are reliable and trustworthy. By following up and following through, you can strengthen your relationship with the CMO and their network, and increase your chances of getting your products on their preferred list.

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5 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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Avinash Athalye

Sales Professional | B2B | B2C | Institutional Sales
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I do agree with all 4 points, subject to the ethical branded products promotion. Sales representative have to maintain the respect for him and his profession too, some times I have seen some representative are requesting, demanding for prescriptions and business like a beggar.. It's disrespect of their own profession.

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How can you get your medical sales products on a hospital CMO's preferred list?

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1 Research the CMO and the hospital

2 Connect with the CMO's network

3 Showcase the value of your products

4 Follow up and follow through

5 Here’s what else to consider

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