Transforming Healthcare & Lifesciences sales through proven methodologies
The healthcare and life sciences sectors present some of the most complex sales environments in B2B commerce. Multiple stakeholders with competing priorities, lengthy regulatory pathways, intricate reimbursement models, and risk-averse buying cultures create sales cycles that can stretch for years.
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Sales solutions designed for every area of the Healthcare sector
Medical Technology & Devices
The world of medical devices is a real balancing act between new ideas and tight budgets. Hospitals want solid proof that a device works.
Healthcare IT & Digital Health
Healthcare IT vendors face risk-averse buyers, legacy systems and multi-year implementation timelines that test organisational patience.
Diagnostics & Laboratory Solutions
Diagnostics sales have fundamentally shifted. It's no longer about technical specifications, it's about demonstrating clinical value.
Pharmaceuticals & Biotechnology
Pharma and biotech sales have completely changed. It’s no longer about building relationships it’s about navigating strict rules and proving your product works in the real world.
What’s not working for commercial teams in the Healthcare sector?
Traditional product-focused selling approaches fail in environments where clinical efficacy, economic outcomes, and operational integration all carry equal weight in purchase decisions.
SPIN Selling and Huthwaite's research-based solutions provide healthcare companies with proven frameworks to navigate these complexities, build compelling value propositions that resonate with diverse stakeholders, and accelerate decision-making in inherently cautious markets.
Long sales cycles
Healthcare sales cycles stretch 12-24 months as products move through clinical evaluation, economic justification, and committee approvals.
Stakeholder alignment
Multiple stakeholders create political complexity. The surgeon championing your technology may have different priorities than the CFO.
Integration complexity
Integration complexity dominates buyer concerns. Healthcare organisations operate dozens or hundreds of disparate systems that must exchange data seamlessly.
Change management
Resistance undermines adoption. Technology success depends on clinical and administrative staff actually using it. Resistance from physicians, nurses, or administrators can kill projects.
Reimbursement uncertainty
Reimbursement uncertainty paralyses purchasing decisions. Hospitals and labs won't invest in new testing technology if they're unsure whether insurance will pay for the tests.
These challenges not only weaken your competitive advantage but also make it harder to build long-term customer relationships.
Ready to improve your skills?
The sales imperatives for medical device companies
Discover the four biggest challenges faced by medical device sales teams and the strategies sales teams are adopting to help them sell better. Learn why a formal sales methodology will help increase profitability and how to sell new commercial models and other added value initiatives.
Solutions for the Healthcare sector
With 50 years' research guiding our understanding of consumer behaviour, our Academy has evolved beyond traditional sales. Discover our comprehensive range of courses below.
Complex Negotiation
Learn proven techniques that deliver measurable results in real-world complex scenarios
Opportunity Management
Unlock the psychology behind successful decision making and manage complex sales
Why choose Huthwaite?
Fifty years of research
Research-proven behavioural science for real world sales, negotiation and communication results
Global reach
Trusted by businesses in over 100 countries
Behaviour change that lasts
We don’t just train skills – we help you embed them for sustainable success
Training built for the Healthcare sector and delivered by our experts
Benefit from the experience of 157+ expert trainers and 50 years of research-backed learning to transform your sales teams and deliver superior outcomes. Our licensed trainers combine our unique methodology with consistently high-quality learning experiences.
Here are just a few of the trainers you could work with.
Robin Hoyle
Robin has over 30 years’ experience in L&D and in 2021 was named one of the 15 most influential people in L&D.
Robin Hoyle
Head of Learning Innovation
Robin has over 30 years’ experience in L&D, having worked internationally designing programmes, running development sessions for people at all levels in most sectors and building innovative learning interventions. He has designed award-winning corporate development programmes in the UK, seamlessly integrating synchronous and asynchronous digital delivery.
Katie Adgie
With 15+ years of experience in L&D, Katie provides an innovative and energetic learner experience.
Katie Adgie
Learning Development Consultant
Katie is a highly experienced learning facilitator with over 15 years in L&D. Her experience of creating, developing and embedding learning journeys has given her valuable insight and expertise in successfully managing the requirements of an organisation, alongside the individual learner needs.
A self-confessed L&D fanatic, Katie shares her extensive knowledge and passion with participants, providing an innovative and energetic learner experience in both virtual and face-to-face training environments.
Shaun James
Shaun has been a L&D professional for 25 years, specialising in sales, negotiation and communication skills.
Shaun James
Head of Learning & Skills
Shaun has been a Learning and Development professional for 25 years, specialising in sales, negotiation and communication skills. His current role is as our Head of Learning and Skills, where he has responsibility for the quality of delivery across the international network of trainers.
Anders Hjort
One of our Regional Directors, Anders leads multinational behaviour change projects across various sectors.
Anders Hjort
Regional Development Director
As Regional Development Director and behaviour change expert at Huthwaite International, Anders takes a robust approach to change management, ensuring stakeholder buy-in, participant support, and clear communication of project goals for the highest chance of success and he understands how to bridge the gap between the different cultures across a breadth of different industries.
Rob Honeyman
Rob encourages an engaging environment that focuses on fostering wider exploration.
Rob Honeyman
Learning Development Consultant
Rob is a professional and affable personality with experience of delivering to groups of all sizes and has worked in L&D roles in a variety of sectors. Growing up in a military family, Rob has experience living and working in many different cultures in various countries. He currently delivers sales and negotiation skills development to Huthwaite International’s clients across the globe.
Marco Weijers
Marco, our Regional Director for Netherlands & Germany, leads global projects in all industries.
Marco Weijers
Regional Director
Marco has been Huthwaite’s Regional Director for Netherlands and Germany since 2003. His current role is underpinned by an impressive 20-year career in sales and sales management at leading companies in the field of medical supplies and technology.
Now primarily responsible for business development in the Netherlands and Germany, Marco and his team successfully deliver the full Huthwaite suite of programmes throughout those countries.
Ready to improve your commercial skills?
Complete the form below to find out how we can help your business reach its commercial potential.