Healthcare business models are complex, in some cases requiring multiple “sales” to a healthcare organization, business users and consumers before the seller can recognize revenue. A selection process separate from the initial B2B sale occurs among business users (e.g., physicians) when they can choose between different products or services (e.g., an approved list at a hospital). Marketers must consider this selection process as they develop strategic plans and marketing campaigns to drive the desired uptake of products and services.