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www.iansandison.co.uk / [email protected]
Selling to the NHS
• Purchasing Landscape
• Buyer/User/Influencer mix
• Defend and Grow
www.iansandison.co.uk / [email protected]
Product Types
• Mass Market • Across a hospital site, in all hospitals, on a regular basis • High Volume , low to medium cost
• Specialist • Specific hospitals and depts, smaller volume, medium
cost• Capital
• Can be across hospital site or specialist, regular or occasional use
• Medium to high cost, can have lower cost consumable
www.iansandison.co.uk / [email protected]
The Purchasing Landscape
• Nationally – www.supplychain.nhs.uk
• Manages Procurement
• Manages Physical Logistics
• Hosts E-Cat 500,000 lines
• Used by most trusts
• Operated under 10 year contract by DHL
www.iansandison.co.uk / [email protected]
The Purchasing Landscape
• Nationally – www.supplychain.nhs.uk
• Categories of products include
• Theatre/Surgical
• Medical
• Clinical, orthopaedic, cardiology, pathology, imaging
• Food, office and other items
www.iansandison.co.uk / [email protected]
Blood Gas AnalysisAnalyser Equipment, Associated
Reagents and consumables Pathology M Roberts Launched
Full Blood Count Analysers and Associated Equipment Pathology M Roberts 01-Jul-09
Neonatal Screening Pathology M Roberts 15-Jun-09
Liquid Based Cytology Pathology M Roberts 01-Jul-09
www.iansandison.co.uk / [email protected]
The Purchasing Landscape
• Nationally – www.supplychain.nhs.uk
• Categories of products include
• Theatre/Surgical
• Medical
• Clinical, orthopaedic, cardiology, pathology, imaging
• Food, office and other items
www.iansandison.co.uk / [email protected]
The Purchasing Landscape
• Nationally – www.pasa.nhs.uk
• Strategic Purchasing
• Primarily Pharmaceuticals and Services
• Centre for Evidence Based Purchasing– Links to Horizon Scanning Centre– Nat Innovation centre– Nat Tech Adoption Centre
• PS Magazine – online
www.iansandison.co.uk / [email protected]
The Purchasing Landscape
• Regionally – www.pasa.nhs.uk go to Collaborative Procurement Hubs (CPH)
• 10 regional purchasing groups covering the UK and with about 75% of trusts as members
• Specific regional purchasing, do offer a volume commitment and do have more exclusivity in their contracts, often only 1 or 2 suppliers per product group
www.iansandison.co.uk / [email protected]
© Crown Copyright 2009
www.iansandison.co.uk / [email protected]
The Purchasing Landscape
• Locally - each hospital trust has its own purchasing team, they can choose the product and route based upon price, performance, service and delivery
• Can agree volume commitments, easily managed locally and can be large customers.
• Departmental – NHS Business Managers also have the power to purchase products dependent on their local need and autonomy, they will not necessarily use local, regional or national agreements.
• Buyer Details of all English NHS Trusts on www.pasa.nhs.uk
www.iansandison.co.uk / [email protected]
The Purchasing Landscape
• National
• Regional
• Local
• Departmental
www.iansandison.co.uk / [email protected]
Buyer/User/Influencer
• Make it easy for the customer
• Conservative, busy, targets, understaffed
• Recruit internal champions and advocates
• Feed them the data required to put forward a business case for your product
• Ensure they can ‘sell on’ your product to others
www.iansandison.co.uk / [email protected]
Buyer/User/Influencer
• Know your Unique Selling Point– Differentiator Vs competition
• Understand the care pathway and touch points of your product– Where does your product touch a HCW or patient and
how does it impact on their role, patient care and pathway
• Patient or Cost Benefit of your product– Sharper, quicker, safer, easier, more complete ?
www.iansandison.co.uk / [email protected]
Buyer/User/Influencer
• Identify key centres for your product
• Know your KOL types and specifically job titles, these will differ from by trust.
• Map the product use path and decide who are your Influencers and Users. – Theatre manager/ Surgeon/ward clerk
• Develop a sales story for each user type
www.iansandison.co.uk / [email protected]
Buyer/User/Influencer
• What campaign, initiative can you align yourself to. – Darzi - tackle Obesity, reduce smoking and
alcohol harm, drug addiction and mental health
• Others include– HCAI reduction, 18 week referral, early
discharge
• NSF- Cancer, Diabetes, Heart Disease
www.iansandison.co.uk / [email protected]
Buyer/User/Influencer
• Go for smaller, easier, confidence and experience building initial wins, the larger the opportunity, the longer and more complex it will be to secure.
• Be aware of peer rivalry
• Be tenacious and persistent
www.iansandison.co.uk / [email protected]
Defend and Grow
• Very Conservative customers
• Change averse
• Once you are incumbent it is challenging to remove
• This works against newcomers
• Regular customer visits, questions, learning, feedback to NPD, upgrades.
• Re-inforce value added
www.iansandison.co.uk / [email protected]
Summary
• Research the various purchasing groups
• Research current initiatives
• Understand your product/HCW usage pathway
• Understand your User/Buyer/Influencer mix
• Decide on initial target accounts
• Develop your sales story