Learn how to craft and deliver a consistent, clear, and compelling message to different types of buyers and stakeholders in hospital sales.

Por varias vezes na qualidade de vendedores trazemos aos hospitais e medicos uma forma disruptiva de executar determinados procedimentos. Tenho orgulho em especial da introdução de uma nova tecnologia para extração de cabos de marcapassos no País, um procedimento que embora essencial para a Saude do paciente , era de alto risco e alto custo para o sistema de saude . em pouco mais de um ano conseguimos introduzir novas tecnicas e materiais (a laser inclusive) promovendo mais segurança e alta em menor tempo ao paciente, qualificação para medicos e hospitais em todo o Brasil. Evoluir as praticas medico-hospitalares faz parte da nossa jornada como fornecedores.

How can you ensure your messaging is consistent when selling to a hospital?

Selling to a hospital is not the same as selling to a clinic or a private practice. Hospitals are complex organizations with multiple decision-makers, influencers, and stakeholders. They also have different needs, goals, and challenges than other healthcare settings. To succeed in hospital sales, you need to ensure your messaging is consistent, clear, and compelling across all levels and channels. Here are some tips on how to do that.

1 Know your audience

Before you craft your message, you need to understand who you are talking to and what they care about. Hospitals have different types of buyers, such as executives, physicians, nurses, administrators, and purchasing managers. Each of them has different pain points, priorities, and preferences. For example, executives may be more interested in how your product can improve quality, efficiency, and profitability, while physicians may be more concerned about how your product can enhance patient outcomes, safety, and satisfaction. You need to tailor your message to each buyer persona and highlight the benefits that are most relevant to them.

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Jailton Alves Batista

CCO, Conselheiro, Comercial , Marketing e Vendas , Desenvolvimento de Negócios , Turnaround, Gerenciamento de Crise, Direção Interina Mercados da Saúde , Farmacêutica e Quimica
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E sempre importantíssimo atentar para os diversos públicos alvo quando vendemos qualquer coisa , mas quando tratamos de material medico-hospitalar obviamente o Paciente tem de estar no centro da estratégia mas se faz necessário customizar as mensagens e abordagens a cada decisor na cadeia de compras e utilização dos materiais. Não e tarefa fácil mas assegura sucesso e longevidade na relação com instituições e decisores.

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2 Align your value proposition

Your value proposition is the core of your message. It is what sets you apart from your competitors and what makes your product worth buying. Your value proposition should be consistent across all your communication channels, such as your website, brochures, emails, presentations, and demos. However, consistency does not mean repetition. You should not use the same words or phrases for every channel or every buyer. You should adapt your value proposition to the context, the format, and the audience. For example, your website may have a general value proposition that covers the main features and benefits of your product, while your presentation may have a specific value proposition that addresses the needs and goals of a particular hospital or department.

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Jailton Alves Batista

CCO, Conselheiro, Comercial , Marketing e Vendas , Desenvolvimento de Negócios , Turnaround, Gerenciamento de Crise, Direção Interina Mercados da Saúde , Farmacêutica e Quimica
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A melhor maneira de construir uma proposta de valor efetiva e conhecer a fundo a identidade e a percepção de valor do seu cliente. E comum avaliarmos a geração de valor desde a nossa perspectiva de fabricantes ou vendedores , mas construir proposta de valor perceptível e realizável aos olhos do seu cliente aumentara muito o potencial de sucesso da sua estratégia.

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3 Use stories and evidence

One of the best ways to make your message consistent and memorable is to use stories and evidence. Stories can help you connect with your buyers emotionally and show them how your product can solve their problems or improve their situations. Evidence can help you back up your claims and show them how your product can deliver results and value. Stories and evidence can include testimonials, case studies, data, statistics, awards, or certifications. You should use stories and evidence that are relevant to your buyers and that match your value proposition. For example, if your value proposition is that your product can reduce infections and complications, you should use stories and evidence that show how your product has done that for other hospitals or patients.

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4 Follow up and reinforce

Your message does not end with your initial contact or presentation. You need to follow up and reinforce your message throughout the sales cycle. You need to keep in touch with your buyers and provide them with additional information, resources, or support that can help them make a decision. You also need to remind them of your value proposition and how your product can meet their needs and goals. You can use different channels and formats to follow up and reinforce your message, such as emails, calls, webinars, videos, or white papers. You should also ask for feedback and address any questions or objections that may arise.

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5 Seek feedback and improve

Your message is not static. It is dynamic and evolving. You should always seek feedback and improve your message based on the responses and results you get from your buyers. You should measure and track the effectiveness of your message and how it influences your sales performance. You should also test and experiment with different ways of delivering your message and see what works best for different buyers, channels, and situations. You should always look for ways to refine and optimize your message and make it more consistent, clear, and compelling.

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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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Jailton Alves Batista

CCO, Conselheiro, Comercial , Marketing e Vendas , Desenvolvimento de Negócios , Turnaround, Gerenciamento de Crise, Direção Interina Mercados da Saúde , Farmacêutica e Quimica
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Por varias vezes na qualidade de vendedores trazemos aos hospitais e medicos uma forma disruptiva de executar determinados procedimentos. Tenho orgulho em especial da introdução de uma nova tecnologia para extração de cabos de marcapassos no País, um procedimento que embora essencial para a Saude do paciente , era de alto risco e alto custo para o sistema de saude . em pouco mais de um ano conseguimos introduzir novas tecnicas e materiais (a laser inclusive) promovendo mais segurança e alta em menor tempo ao paciente, qualificação para medicos e hospitais em todo o Brasil. Evoluir as praticas medico-hospitalares faz parte da nossa jornada como fornecedores.

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How can you ensure your messaging is consistent when selling to a hospital?

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1 Know your audience

2 Align your value proposition

3 Use stories and evidence

4 Follow up and reinforce

5 Seek feedback and improve

6 Here’s what else to consider

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