Gartner Research

How to Develop Your Positioning to Win Deals in Healthcare

Published: 14 September 2017

ID: G00341342

Analyst(s): Derry Finkeldey , Anurag Gupta


Healthcare technology sellers continue to grapple with long sales cycles, missed deals and canceled projects when trying to differentiate themselves. Technology product marketing leaders must leverage the concept of "positioning" to solve this problem and to grow their organization's top line.

Table Of Contents
  • Key Challenges


  • Key Elements of Effective Positioning


  • Use Healthcare Provider Industry Dynamics to Describe Your Ideal Customer
  • Define Business Needs in Terms of Healthcare-Specific Industry Use Cases
  • Leverage "Positioning" Now to Differentiate Yourself in an Increasingly Crowded Healthcare Technology Market
    • An Example of Positioning for a Hypothetical Firm Targeting the Oncology Electronic Medical Record (EMR)


Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.