Navigating the Labyrinth: Decision makers in the Healthcare Industry

Let’s say in your “90 Days Plan”, one of your goals is to do “voice of customer” with the loyal and the not-so loyal customers. This is a great plan , but do you only go to one type of customer or multiple types?

Because, the voice is not of only one person but of multiple types of customers who help make informed decisions.

1) The physician: At the heart of healthcare, physicians are central figures. They are the experts who diagnose, prescribe, and recommend treatments. They review clinicals and keep themselves updated with latest product related information

2) The Patient: While patients may not directly influence the purchasing decision, their experience with a drug/device can have a significant impact on its adoption. Patient satisfaction and safety are paramount

3) The Nurse: The confidence of the nurse in using the drug/device goes a long way. The nurse doesn't diagnose or prescribe but it’s the nurse who spends the most time closest to the patients. Hence, they are very well aware of comforts/discomforts that the patient has. Besides, they are able to advise on the ease-of/difficulty in using the product

4) OT technician: OT technicians typically play a key role in devices than in drugs. They prepare the OT, sterilize instruments and also assist the surgeon. So they can comment on the ease of use, sterilization feedback etc

5) The Procurement Team: They focus on cost-efficiency, quality, and compliance. They ensure that the chosen medical device aligns with the organization's financial and operational objectives. This is the right avenue to understand cost efficiencies, feedback on availability of products etc

6) The Administration: Hospital administrators look at the bigger picture. They consider factors like budget allocation, resource management, and long-term financial impact. So, if you are serving multiple departments, you get holistic feedback on services and solutions that you offer as one company

In other words, follow the device/product/drug. Where does it exchange hands? Right from the time it reaches a hospital, what does the device journey look like? If you follow the product you will unravel the many touchpoints who are key to the puzzle pieces in the decision-making journey. While some touchpoints might be physical, some might not be. The softer touch points might be approvers who permits a product to move from point A to point B.

The real decision-maker in healthcare B2B purchase cycle isn't a single entity—it's a collective effort. It's a journey where physicians, procurement teams, end-users, administrators, and patients all contribute their perspectives and priorities. It's a journey where success is achieved through collaboration, empathy, and a commitment to improving healthcare outcomes.

What has been your most interesting find in the healthcare decision making journey ?

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