Healthcare is the largest business market most founders will ever sell into. It is also one of the slowest. The person who benefits from a product (a patient), the person who uses it (a clinician), the person who approves it (a committee) and the person who pays for it (a hospital finance office, a health plan or an employer) are almost never the same. Each has a different definition of value and a different budget calendar. This section covers who buys inside hospitals and health systems, health plans, employers and life-sciences companies; how group purchasing organizations (GPOs), EHR marketplaces, brokers, consultants and PBMs act as channels; how a pilot becomes a contract; the numbers to plan with; and the landmark cases that show what works.
What the study covers
- 1Overview: the shape of the market
- 2Selling to hospitals and health systems
- 3Selling to payers and health plans
- 4Selling to employers
- 5Selling to life sciences and government
- 6Channel partners
- 7Pricing, contracting and proof
- 8The long sales cycle: numbers to plan with
- 9Key numbers
- 10Landmark companies and cases
- 11Pitfalls
- 12How an expert thinks about it
- 13Glossary
- 14Related sections