As you likely experience every day, uncertainty and cost pressures in healthcare have created unprecedented challenges and opportunity for the industry.Read More
Why Healthcare Organizations Take So Long to Make Buying Decisions and How We Can Fix It (Part 4 of 4 - Process) (HIStalk)Blog Bruce Brandes HISTalk Sales Purchasing Decisions Decision Making healthcare innovation Innovation
We have previously discussed the impact of organizational misalignment and lack of trust on slowing the buying cycle in healthcare. Once you decide which projects are worth tackling and you streamline getting the scoop from your trusted network, now you must challenge and simplify the deeply-rooted, legacy workflow to make a decision.
Let’s illustrate two examples of antiquated steps in most every vendor selection process in healthcare and discuss potential solutions.Read More
Why Healthcare Organizations Take So Long to Make Buying Decisions and How We Can Fix It (Part 3 of 4 - Trust) (HIStalk)Blog Bruce Brandes HISTalk Sales Purchasing Decisions Decision Making healthcare innovation Innovation
In Part 2 of this series, we discussed the importance of first clearly defining and aligning regarding the problem a buyer seeks to solve before evaluating products. The next key element is to invite trusted colleagues to contribute insights and experience in the context of that problem and possible solutions.
Below we will share more about the type of buying decisions most impacted by a lack of trust and explore how healthcare buyers can gain more confidence in the choices they must make.Read More
Why Healthcare Organizations Take So Long to Make Buying Decisions and How We Can Fix It (Part 2 of 4 - Misalignment) (HIStalk)Blog Bruce Brandes HISTalk Sales Purchasing Decisions Decision Making healthcare innovation Innovation
As any industry observer knows, health systems continue to consolidate in an attempt to ensure their viability given unprecedented financial and operational pressures. Many organizations struggle to fully leverage their scale post-merger. Most often the difficulty is to align focus, priorities, internal knowledge. and industry experience across the expanded team as they integrate.
Misalignment is usually the main contributor to the length of the sales and purchasing process. Too often people fall in love with a PRODUCT without first clearly defining the PROBLEM they seek to solve. This challenge is exacerbated by complex purchasing decisions that require collaboration across multiple stakeholders to make the right choices.Read More
Why Healthcare Organizations Take So Long to Make Buying Decisions and How We Can Fix It (Part 1 of 4) (HIStalk)Blog Bruce Brandes HISTalk Sales Purchasing Decisions Decision Making healthcare innovation Innovation
Over my 28-year career selling to health systems, the most common “competitor” to which my companies would lose a deal was the same: Do Nothing. For decision-makers across the country, there are many reasons that deferring buying decisions was historically a wise choice.
Rarely was there a compelling reason to make a decision at all. In the past, the economics, competitive pressures, and the underlying business model did not change meaningfully enough to encourage risk-taking. Frequently, if you waited long enough, potential industry changes would often just go away.Read More
Let's start at the beginning: What is marketing and how does marketing work?
Marketing is a familiar concept to most of us. Yet surprisingly, most people can’t define it. So what does it mean?
As a career marketer, people usually assume my days are a blend of putting ads in magazines, making logos, tweeting all day, making things ‘look pretty,’ or inside sales. But it’s much bigger than any of those.
(Good) Marketing means that the outside world knows about your products and your company and wants to buy from you or your business. I want to break that down into two distinct components of marketing:
- People know about you
- People want to buy what you sell
On a daily basis, I get to discover a lot of the amazing health IT companies who are addressing some of the biggest problems in healthcare and finding innovative solutions for them. As the head of marketing, I want to share with you one of coolest parts of my job here at Lucro. It’s time some of our vendor community gets a shout out for driving innovation in an industry that is usually years (even decades) behind.
In Lucro, health care organizations create projects to advance their strategic priorities. “Boards,” as they are called within the app, help teams find and decide on the best vendor partners for the project. As I’ve researched vendors for some of the project boards in our platform, I came across several that gave me a renewed excitement about innovations that can change the landscape of how we’ve customarily defined healthcare. Here are just a few of the ones I’ve come across that I think deserve kudos for what they’re doing.*Read More