Selling a new medical technology against standard medical practice is a special exercise in market creation. Like missionaries, breakthrough med-tech needs to sell a new world view to the non-believer who is happy in their current belief system. Changing the standard of care takes both evangelical passion and a relentless methodical approach.
Spreading the Word
Having a new blockbuster technology is great, but you will never gain converts if they don’t hear the word. Missionaries used to knock on doors and preach in town squares, now they broadcast the word on radio, TV and the internet. Clinicians used to hear about new technology form sales reps and advertisements, now it is likely social media, e-journals, webinars, blog posts and YouTube. Create the e-environment where clinicians will discover your technology for themselves. Build credibility with real data, case studies, education and peer endorsements.
Building the Church
Converting the “Oh Wow” to permanent product placements requires a sophisticated sales approach, including the tools, skills and capabilities to create long-term “happy” customers. In today’s complex hospital market this means helping customers negotiate their own buying process, and then assuring they experience success and promised clinical outcomes. Helping change practice means helping change protocols, guidelines, and daily habits through education, training and support.
Key elements of the med-tech missionary sale:
Identify the right customer
Canvass market for early adopters – target the segment who has a particular pain
Generate leads through effective inbound promotion – create an environment where prospects reach out to you
Understand who is likely to adopt – screen leads for likelihood of success – nurture the not yet ready
Sell to the whole customer
Speak to the clinical and economic value with a simple clear story
Identify all functions involved in the buying decision
Customize messaging to the concerns of each function, including those less interested in the “oh wow” (e.g. administration, purchasing and biomedical engineering).
Avoid the common success stoppers
Prevent eternal evaluations
Don’t get lost in hospital committees or approval processes
Provide flexible pricing plans to address hospital financial guidelines
Measure compliance to assure adoption, and educate to grow usage
Want some help with your missionary sales process? Contact FocusOn Strategies.