VIEWS: 21 PAGES: 18 POSTED ON: 3/31/2012
HEALTHCARE GO-TO-MARKET STRATEGY Tim Healy ISM | 02.07.2008 HEALTHCARE G-T-M STRATEGY The selling strategy is very simple SALES REP CONTROL 2 HEALTHCARE G-T-M STRATEGY We as sales reps control our destiny We manage the sales process and the customer relationships Our destiny – our success is dependent on our actions 3 HEALTHCARE G-T-M STRATEGY The health care market has proven itself to be resilient to economic trends The market continues to grow and be vibrant The market is profitable and we can realize a strong financial return ($ per face time hour) 4 HEALTHCARE G-T-M STRATEGY The health care market is a great investment in our time! 5 HEALTHCARE G-T-M STRATEGY Most health care facilities are 24-hours/day - 7days/week There is a continuous demand for the products we sell! It’s nice to have a target client that needs us! 6 HEALTHCARE G-T-M STRATEGY ACCOUNT PENETRATION Our success is directly related to how many relationships we can establish in a health care organization 7 HEALTHCARE G-T-M STRATEGY WHO? Purchasing Facilities Real Estate Management Housekeeping Director of Training Nurse Managers Administration Services Physical Plant Ergonomist Health and Safety Manager Facility Architect 8 HEALTHCARE G-T-M STRATEGY WHERE? Patient care Hospitality and dining Training rooms Auditoriums Administration Security Lobbies A-B-C waiting areas 9 HEALTHCARE G-T-M STRATEGY DIVERSIFY YOUR CALL SCHEDULES 10 HEALTHCARE G-T-M STRATEGY ARCHITECTS + INTERIOR DESIGNERS Have you identified the firms that specialize in health care? Have you built relationships with the interior’s person that is the staff expert? Suggestion: when you do your product education “events”, separate the health care designers from the other disciplines. We have lots to sell and it’s a different language that you must employ 11 HEALTHCARE G-T-M STRATEGY DEVELOP RELATIONSHIPS WITH LARGE HOSPITAL ORGANIZATIONS Minnesota - Allina Hospitals & Clinics 11 hospitals + 60 clinics Pharmacies Exercise facilities Same day surgery facilities Patient education facilities Lots of beds, lots of facilities, lots of money = lots of opportunities! 12 HEALTHCARE G-T-M STRATEGY STAY FOCUSED ON KI GPO RELATIONSHIPS The pre-selling has been done for you. Member hospitals want to do business with KI! An example of a GPO is Novation Links to GPO’s on kihealthcare.com 13 HEALTHCARE G-T-M STRATEGY DIVIDE AND CONQUER! Heavy call patterns on hospitals with bed counts greater than 100 Be more strategic with your time, and the selling process, on hospitals with bed counts less than 100 14 HEALTHCARE G-T-M STRATEGY You can’t sell health care furnishings without getting the product in front of the customer It’s old fashioned “grunt work” 15 HEALTHCARE G-T-M STRATEGY INVEST IN YOURSELF Educate yourself on how a hospital works Recognize the health care trends Learn the language Speak the language Customers want to do business with people who know what they are doing! 16 SUMMARY Invest in the face time: commit to meeting your face time goals Control your destiny. Take control of the selling process. Be strategic: KI GTM Strategy Acknowledge that we can make a lot of money in the health care market We can realize a strong ROI on our face time hours Get deeper and deeper inside the organizations: account penetration Focus on A&D, large health care organizations, and GPOs Be strategic about how you sell to varying hospital sizes “Grunt Work” – get the product in front of the customer Use MD and ISS is find and convert opportunities Invest in yourself. Become the expert. Become the go-to person! 17 THANK YOU!
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