How to get your product brand on the shortlist when hospitals and clinics are buying

by Morten Kornerup
Partner
Blue Business A/S

According to a Bain & Company 2018 report covering hospitals: “Centralized purchasing decisions in which procurement officers are the primary decision maker have doubled in the past two years”. If you couple these insights with a very comprehensive study conducted by Google Insights and HIMS about the hospital purchasing decision, it is clear that committee buying is the new norm for hospitals and clinics”.

Over half of hospital administrators go online to research equipment and vendors.

Source: Google and HIMSS Analytics

According to the Google Insights study “Over half of hospital administrators go online to research equipment and vendors”. Like in almost any industry, digital is the first and only way to influence the selection of vendors. In fact, there is evidence from the Google Insights study that “The primary reason we conduct online research is to limit the number of vendors… we cannot deal with all 50 of them and try to pick the top 3 or 4.”

Source: Google and HIMSS Analytics

So how do you make sure that your brand and the value proposition of your product is in front of the right decision makers and influencers?

Blue Business has painstakingly identified the IP addresses of the top 300 hospitals and clinics in EMEA. The high IP identification rate coupled with the specialist media knowledge of AccountInsigth, has enabled the company to serve highly targeted ads to decision makers and influencers on behalf a major international medtech company.

Centralized purchasing decisions in which procurement officers are the primary decision maker have doubled in the past two years.

Source: Bain & Co

The ability to reach and engage with the leading hospitals and clinics in EMEA helps MedTech companies get in front of most of the influencers and decisionmaker. Although committee buying is there to stay, account-based advertising enables medtech companies to pass gate keepers and get their value proposition in front of the right people. Specific account data, insights and reporting into the customer journey is key to directing your sales force to reach out to the hospitals with the highest potential.

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