Healthcare Sales Excellence™
Many countries are on the verge of experiencing sweeping changes in the way healthcare is funded and administered. Evidence-based medicine, reimbursement reform, marketing regulations, and other major initiatives will demand a totally new approach to reaching and selling to physicians and hospitals. To be successful, healthcare sales and marketing professionals, as well as managers and executives, must learn the language of healthcare transformation and develop new competencies and confidence to sell in a much more cost-conscious and risk-averse environment.
The Workshop
Participants will work together to evaluate active sales opportunities, share best practices, craft sales strategy, and practice using the tools and techniques presented in the course. They will also develop a 90-day action plan designed to achieve measureable sales results. The program is custom-tailored and delivered as an interactive three-day Onsite Workshop which includes a full-day sales simulation. It can also be configured as a blended-learning experience combining a one or two-day Onsite Workshop with an ongoing series of monthly Web Workshops that reinforce the practical application of the concepts, techniques, and sales tools presented.
- Overview and Objectives
Overview and Objectives
Healthcare Sales Excellence™ Workshop
How to navigate the challenges of today’s changing healthcare environment. This cutting-edge and dynamic new three-day training program is designed to help sales and marketing professionals succeed in the face of major changes the in healthcare industry. Attendees will participate in healthcare scenario planning, case studies, small group exercises, and an interactive sales simulation designed to prepare and equip them for an increasingly complicated healthcare marketplace.Learning Objectives
Our firm is dedicated to helping healthcare-focused companies achieve their revenue and profit objectives through superior marketing and sales practices that lead to measurable outcomes and results. Healthcare Sales Excellence™ was created to enable you to:- Retain and grow your business by understanding impending healthcare reforms and their impact on the way your customers manage their institutions.
- Build customer loyalty by forging new relationships based on trust and the demonstration of exactly how your solutions offer measurable return on investment.
- Help hospital executives justify the investment in your solutions by translating functional capabilities into measurable outcomes and results such as improved patient care, reduced liability, or assured reimbursement.
- Grow your average contract size and duration by selling higher and wider in your customer’s organization and solving more problems for more of the people involved.
- Improve your competitive win rate and propose-to-close ratio through better cost justification and the creation of a robust business case.
- Maximize account share (share of spend) through improved competitive strategy and by growing your relationship footprint within strategic accounts.
. . . and much more!
- Workshop Agenda
Workshop Agenda – Three-Day Format
Day 1
Recognizing the challenges and opportunities presented by healthcare reform
Understanding government’s transformative role in healthcare and its impact on you
Gathering and synthesizing the information critical to diagnosing customer requirements
Gaining access and communicating with healthcare executives in their language
Selling ethically and transparently in this increasingly regulated healthcare environment
Building rapport and relationships with key influencers and approvers
Articulating the measurable impact of your product and services solutionsDay 2
Demystifying new decision-making, justification, and approval processes
Formulating competitive strategies and positioning to win in the new environment
Managing complex relationships throughout transforming healthcare institutions
Developing a strategic plan for your most important active account
Preparing and delivering winning proposals for today’s business climate
Overcoming objections and bringing sales opportunities to closure
Negotiating to maintain price integrity and maximize sales resultsDay 3
A highly-realistic healthcare sales simulation provides participants the opportunity to practice applying the concepts, tools, and techniques presented in the workshop. Teams compete to win large and complex sales opportunities at a value-based healthcare institution. See details behind the “Sales Simulation” tab. - Sales Simulation
Sales Simulation
Regional Medical Center Simulation
The culmination of our three-day program is a competitive sales simulation that provides teams a chance to practice and perfect what they have learned in the workshop. Teams will:- Assess how a leading hospital is transforming itself into a multidisciplinary, cost-driven, and evidence-based institution.
- Compete to identify and win new sales opportunities at a 1200-bed teaching hospital.
- Develop creative approaches for diagnosing customer goals, objectives, and requirements.
- Navigate through a large and complex organization addressing multiple executives’ conflicting demands.
- Seek out and meet key influencers and approvers in a fragmented and rapidly changing institution.
- Provide solutions to specific issues such as improving the quality of healthcare and improving RMC’s ability to respond to changing customer demands.
- Address financial pressures influencing complex buying decisions.
- Strategize on how to succeed against formidable competitors who also have access to hospital executives.
- Craft and deliver a final presentation to address the individual needs of the executives involved in the evaluation and buying process.
Areas of Focus
This program is designed for Healthcare Sales Professionals, Marketing Professionals, Sales and Marketing Managers, Account Managers, Technical Specialists, Customer Service Representatives, and executives and business Leaders who want to prepare themselves and their teams for the challenges of healthcare reform.
Practice Leadership
Paul R. Sullivan leads our Healthcare Sales Excellence™ practice, preparing companies for healthcare reform worldwide. Paul has more than 35 years experience in business consulting and education and has developed and presented programs in over 50 countries on six continents. He has earned an international reputation as an authority on selling complex solutions to the healthcare industry and has worked with companies such as Abbott Laboratories, Baxter Healthcare, Boston Scientific, GE Healthcare, Johnson & Johnson, Xerox, and many others. Mr. Sullivan is coauthor of the book, Measuring Hospital Inflation, has published numerous articles, and is frequently invited to speak at conferences and conventions as an expert in the field of healthcare sales. He received Engineering and Master of Business Administration degrees from the University of Michigan where he is currently Adjunct Professor in the Executive Education program at the Stephen M. Ross School of Business.