How do you win deals when you don’t have a significantly stronger clinical advantage with your product?
 
Every decision about which product is used is going to come down to a handful of factors:

1. Clinical advantages/disadvantages
2. Ease of use for the surgeon and staff
3. Relationship(s) with the surgeon and staff
4. Contractual obligations
5. Financial acquisition options

In a best-case scenario, your product or service has a strong clinical advantage over your competitors and you can focus heavily on those clinical advantages. Yes, you will still have to address the ease of use, your relationships, their contracts and how this deal will inevitably be done. But those clinical advantages will likely be the biggest factor why you may get that deal.

On the other hand, when you cannot argue a significant clinical advantage over your competitors, your ability to outline the benefits you bring to the table in those other four areas are extremely important. As expected, you must make sure your offering checks the boxes for all of the clinical needs that are a minimum requirement. For example, in the arthroscopic and endoscopic video area (which is one area I am involved), our video equipment must check the boxes for: 4K image front-to-back, bi-directional integration capabilities with the facility EMR, multiple camera head types (integrated & c-mount), LED light source, heads-up display capabilities, wireless integration options, etc.

While we can check those boxes, pretty much all of our competitors can check them to. Which leaves us with focusing on the other four areas above where we believe we can stand out from our competitors.

This is why it’s so important to know your competitors’ product/service capabilities because, if you do have a significant clinical advantage, then you want to make sure every single person involved in using the product and involved in the decision making has an understanding of that clinical advantage. But if you don’t have a significant clinical advantage over your competitors or if they offer a clinical advantage that your system doesn’t have, then the majority of your time needs to be spent outlining the benefits your system has in the other areas listed above.

_________

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#103 - How To Win Deals Without A Strong Clinical Advantage

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#103 - How To Win Deals Without A Strong Clinical Advantage

Kolby Wood

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