Sep 28

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 seen in HIStalk Reader's Write on September 27, 2017)

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.

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Sep 05

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

(as seen in HIStalk Reader's Write on August 30, 2017)

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.

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Aug 02

The Lucro Marketing Channel

Marketing Technology healthcare innovation Marketing Channels Marketing funnel

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
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Jul 14

Innovative Health IT Companies Who Are Changing Healthcare: A Vendor Community Shout Out

healthcare innovation Lucro vendor community healthcare IT vendors

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.*

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