Published: 14 June 2023
The flood of new healthcare technology and services to fuel digital transformation makes it difficult for vendors to drive sales, and buyers to find much-needed technology. Product leaders who clearly differentiate how they add value and solve buyers’ business challenges will stand out.
Technology and service sellers overwhelm healthcare buyers with an excess of promotional marketing content with undifferentiated messagings, which contributes to the buyer’s market confusion and cognitive overload, and slows the buying process.
Product leaders often do not have an identified target customer profile in mind, which leads to challenges for marketing and sales teams and missed sales opportunities.
Product leaders overemphasize product features and underemphasize the importance of connecting those features with the healthcare buyer’s pain points and desired outcomes, thus falling into the trap of thinking a transactional technology sale equals a business outcome sale.
Product leaders advancing healthcare industry
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