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Go To Market Healthcare_THealy_020708

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					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)


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HEALTHCARE G-T-M STRATEGY
      The health care market is
   a great investment in our time!




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     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!


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                        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!


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THANK YOU!

				
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