Learn how to navigate the complex and competitive environment of healthcare procurement as a medical sales professional. Discover the key trends and challenges, and how to overcome them.

Les groupements d'achats peuvent présenter l'avantage de faciliter l'accès au marché en adoptant une démarche structurée et sécurisée, dès lors que la diversité des cas d'usages est prise en compte. La préservation de marchés à dimension territoriale permet de rester connecté aux attentes des utilisateurs, de faciliter l'expérimentation de solutions innovantes et entretient un marché concurrentiel varié incluant les TPE.

How can you manage procurement in a changing healthcare landscape?

The healthcare landscape is constantly evolving, and so are the procurement processes and challenges for medical sales professionals. Whether you are selling devices, drugs, or services, you need to understand how to navigate the complex and competitive environment of healthcare purchasing. In this article, we will discuss some of the key trends and challenges that affect procurement in healthcare, and how you can manage them effectively.

1 Trend 1: Value-based purchasing

One of the most significant trends in healthcare procurement is the shift from volume-based to value-based purchasing. This means that buyers are not only looking at the price and quantity of your products, but also at the outcomes and benefits they provide for patients and providers. Value-based purchasing aims to improve quality, reduce costs, and enhance patient satisfaction. To succeed in this environment, you need to demonstrate how your products can deliver value across the entire care continuum, and how they can align with the buyers' goals and metrics.

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Guillaume Lepeu

CEO & Founder of CoVO 🧬 The digital platform to optimize the value of your sales contracts | VBP Training & consulting | #Frenchtech #Healthcare #ValueBasedSelling #ValueBasedProcurement
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Les achats fondés sur la valeur, aussi appelés Value Based Procurement, permettent de répondre aux enjeux de performance globale de l’hôpital : soutenabilité économique, responsabilité sociale, sociétale et environnementale, résilience. Les dirigeants en sont convaincus : la démarche fait sens ! 4 tips : 1. Avoir le support de la Direction pour s'engager dans la démarche 2. Constituer une équipe pluridisciplinaire 3. Bien identifier les indicateurs de mesure de la valeur recherchée et intéresser les parties prenantes aux résultats, ce qui peut inclure la collecte, si elle ne peut être automatisée, des données. 4. Se faire accompagner, notamment juridiquement, pour sécuriser la méthodologie retenue.

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2 Trend 2: Digital transformation

Another major trend in healthcare procurement is the digital transformation of the buying process. Buyers are increasingly using online platforms, data analytics, and artificial intelligence to research, compare, and evaluate products and vendors. Digital tools can also facilitate communication, collaboration, and contract management between buyers and sellers. To adapt to this trend, you need to optimize your online presence, use data to support your value proposition, and leverage digital channels to engage and educate your prospects and customers.

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3 Trend 3: Consolidation and centralization

A third trend in healthcare procurement is the consolidation and centralization of the buying power. Buyers are forming larger and more integrated networks, such as accountable care organizations (ACOs), group purchasing organizations (GPOs), and integrated delivery networks (IDNs), to achieve economies of scale, standardize practices, and increase bargaining power. These networks often have centralized decision-making processes, involving multiple stakeholders and influencers. To cope with this trend, you need to identify and target the key decision-makers and influencers in each network, build long-term relationships, and offer customized solutions that meet their specific needs and preferences.

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Guillaume Lepeu

CEO & Founder of CoVO 🧬 The digital platform to optimize the value of your sales contracts | VBP Training & consulting | #Frenchtech #Healthcare #ValueBasedSelling #ValueBasedProcurement
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Les groupements d'achats peuvent présenter l'avantage de faciliter l'accès au marché en adoptant une démarche structurée et sécurisée, dès lors que la diversité des cas d'usages est prise en compte. La préservation de marchés à dimension territoriale permet de rester connecté aux attentes des utilisateurs, de faciliter l'expérimentation de solutions innovantes et entretient un marché concurrentiel varié incluant les TPE.

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4 Challenge 1: Regulatory compliance

One of the biggest challenges in healthcare procurement is complying with the complex and changing regulatory requirements that govern the industry. These include laws and regulations related to quality, safety, privacy, ethics, and anti-corruption. Non-compliance can result in fines, penalties, lawsuits, and reputational damage. To overcome this challenge, you need to stay updated on the relevant regulations, follow the best practices and standards, and ensure transparency and accountability in your transactions.

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Guillaume Lepeu

CEO & Founder of CoVO 🧬 The digital platform to optimize the value of your sales contracts | VBP Training & consulting | #Frenchtech #Healthcare #ValueBasedSelling #ValueBasedProcurement
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Pour se tenir informés des évolutions réglementaires, n'hésitez pas à vous rapprocher des organisations professionnelles sectorielles comme le SNITEM pour l'industrie du dispositif médical, le LEEM pour l'industrie du médicament, le SIDIV pour l'industrie du Diagnostic In Vitro.

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5 Challenge 2: Competition and differentiation

Another challenge in healthcare procurement is facing the intense competition and differentiation in the market. Buyers have access to a wide range of products and vendors, and they can easily compare and contrast them online. To stand out from the crowd, you need to offer unique and superior products that address the buyers' pain points and expectations. You also need to communicate your value proposition clearly and convincingly, and highlight your competitive advantages and differentiators.

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6 Challenge 3: Customer loyalty and retention

A final challenge in healthcare procurement is retaining and growing your customer base. Buyers are constantly looking for new and better products and vendors, and they can switch easily if they are not satisfied or loyal. To retain and grow your customers, you need to provide excellent customer service, follow-up, and support. You also need to monitor and measure customer satisfaction, feedback, and loyalty, and use them to improve your products and processes. Additionally, you need to explore opportunities to cross-sell and up-sell your products, and to create value-added partnerships and programs.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you manage procurement in a changing healthcare landscape?

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1 Trend 1: Value-based purchasing

2 Trend 2: Digital transformation

3 Trend 3: Consolidation and centralization

4 Challenge 1: Regulatory compliance

5 Challenge 2: Competition and differentiation

6 Challenge 3: Customer loyalty and retention

7 Here’s what else to consider

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