How can you navigate the purchasing process of large healthcare organizations?

1 Know your buyer personas

The first step to navigate the purchasing process of LHOs is to identify and research your buyer personas. Buyer personas are fictional representations of your ideal customers, based on their roles, goals, challenges, and preferences. For LHOs, you may encounter different buyer personas, such as clinicians, administrators, executives, and end-users. Each persona has a different level of influence, interest, and authority in the purchasing decision. You need to tailor your sales pitch, value proposition, and communication style to each persona, and address their specific pain points and needs.

2 Understand the decision-making process

The second step to navigate the purchasing process of LHOs is to understand the decision-making process. LHOs typically have a formal and structured process for evaluating and selecting medical products and services. This process may involve several stages, such as needs assessment, budget allocation, vendor selection, contract negotiation, and implementation. You need to map out the decision-making process for each LHO you target, and identify the key stakeholders, criteria, and timelines involved. You also need to anticipate and overcome any potential objections or barriers that may arise along the way.

4 Align with their goals and values

The fourth step to navigate the purchasing process of LHOs is to align with their goals and values. LHOs have strategic and operational goals and values that guide their purchasing decisions, such as improving patient outcomes, reducing costs, increasing efficiency, or enhancing innovation. You need to align your product or service with these goals and values, and show how you can help them achieve them. You also need to highlight your competitive advantages, differentiation, and unique value proposition, and show how you can deliver better results than your competitors.

5 Provide ongoing support and follow-up

The fifth step to navigate the purchasing process of LHOs is to provide ongoing support and follow-up. LHOs expect a high level of service and support from their vendors, both before and after the purchase. You need to provide them with timely and accurate information, answers, and solutions throughout the sales cycle, and maintain regular contact and communication. You also need to follow up after the purchase, and ensure that they are satisfied with the product or service delivery, installation, training, and maintenance. You also need to seek feedback, measure results, and identify opportunities for upselling, cross-selling, or referrals.

6 Adapt to changes and challenges

The sixth step to navigate the purchasing process of LHOs is to adapt to changes and challenges. LHOs operate in a dynamic and competitive environment, where their needs, preferences, and priorities may change over time. You need to monitor and anticipate these changes, and adjust your sales strategy and tactics accordingly. You also need to be prepared for any challenges or risks that may affect the purchasing process, such as budget cuts, regulatory changes, or competitive pressures. You need to be proactive, flexible, and resilient, and offer solutions that can help them overcome these challenges or risks.

7 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?