Introducing the Healthcare Business User Selection Process

January 1st, 2018

Summary

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.

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