Learn how to embed your products in NHS treatment pathways

The new government has made clear improving the NHS is one of its biggest priorities – and that could mean big changes to how it functions.?

While we wait for more details on what changes we are likely to see, the message for Pharma, MedTech and Device companies is clear – now is not the time to stand still.?

Market access to the NHS is continually evolving as priorities shift. Overworked decision-makers are harder than ever before to get even half an hour with and that’s before you start trying to persuade them to buy your product, device or service.?

Keeping one step ahead of the competition is absolutely crucial. The problem is, knowing what your team should be doing in theory and actually putting that into practice can be two very different things.?

My sales development workshop could give you the key to solving that problem.?

The NHS doesn’t want to hear about your products?

It’s well worth remembering that key NHS decision-makers check out products and the NICE guidelines long before they meet with sales reps. In other words, the knowledge of what will help them do their jobs more effectively ultimately dictates who they decide to sit down with.?

So many sales reps lead with the product. But the NHS isn’t interested in the product. The NHS is only interested in what problems you can solve for them.?

And the problems are many and far-reaching. Long waiting lists, reducing avoidable referrals, people staying longer than they need to in hospital, because they can’t be safely discharged without a care package in place, and reducing non-elective admissions. Show how you can address these issues, and they are far more likely to listen to you.?

But if your pitch isn’t primarily focused on how to tackle these problems – including exactly how you’ll solve it and the positive outcomes for patients – you are missing out on opportunities to land your projects.??

In fact, it’s worse than that. I’m regularly told by NHS decision-makers that they forget the names of people whose pitch leads with the product even before they’ve even got out of the building.?

Which is why your pitch has to strike right at the heart of their problem and show them the path toward a brighter future.?

Three things your pitch needs to be successful?

For a pitch to succeed and live long in the memory of the potential customer, it needs to do three things:?

• Show them where your product fits within a complete pathway approach. Do this and it makes it easier for them to visualise working with you.?

• Present the wider benefits the customer can expect from your offer. It’s not just the immediate impact – it’s the effect that will have on waiting lists, workloads and patient outcomes.?

• Prepare your presenter to manage tricky questions. Project authority and competence and you’ll land exceptional deals and leave your competition in your wake.??

But changing the way you approach prospecting and pitching can be unnerving. You need practical guidance and NHS insight to shape your approach into a compelling and irresistible pitch your team can sell with confidence.?

My hands-on workshop shows you how best to sell to the NHS. It is tailored to your team’s specific needs by focusing on the actual, real-world challenges you’re facing.??

By using live projects we ensure no time is wasted. Your team will come away with tangible outcomes and learn critical skills they can immediately implement in day-to-day work.?

How do we do it??

We’ll interview your customers on your behalf to find out their key concerns and issues. We’ll find out how likely they are to engage and what’s behind that engagement in terms of their motivation.?

Then we’ll use this insight to create a brief for you to assess and score your representatives on how they engage with the customer, how they handle objections and how they approach and close the pitch.?

We put small teams together to work collaboratively, under supervision, on different aspects of the customer journey. A real world scenario is always best as it makes the exercise more meaningful and productive.??

Participants are given opportunities to proactively seek support to strengthen their process through role-play and by choosing to exchange points for insight along the way.?

The insights you’ll get on your team?

This coaching course allows you to weigh up your individual performance and the prowess of your team in areas including:? ?

• Understanding the customer role and responsibility?

• Planning for the call?

• Clarifying the customer need?

• Identifying the right person to speak to?

• Understanding client motivation to engage the industry?

• Positioning the proposition?

• Closing the deal?

The end goal is to upskill your team so they can sell with confidence, reaching the key decision-makers and creating an irresistible project pitch to land the deal.?

Want to know more? Then click here.?

Scott McKenzie helps pharmaceutical, medical technology and appliance firms get their products and services in front of the right NHS decision makers. He helped to land no fewer than 53 new projects with the NHS in 2023 alone and has now developed a 12-month mentorship programme that helps individuals and teams get straight to the heart of the challenges of selling to the NHS. If you want to get your products fully embedded into treatment pathways, Scott can help. Get unprecedented access to key customer insights, proven tools, resources and strategies plus 1-2-1 coaching and decision-maker introductions to finally get your project over the line. Find out more here.?