Transforming Healthcare IT & Digital Health sales through proven methodologies
Healthcare IT vendors face a perfect storm of complexity: risk-averse buyers, legacy system integration nightmares, workflow disruption fears, and multi-year implementation timelines that test organisational patience.
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What’s not working for commercial teams in the Healthcare IT & Digital Health sector?
Electronic health record implementations can take years and cost tens of millions, creating understandable caution around any technology purchase. Digital health solutions promise transformation but must prove they won't disrupt clinical workflows or compromise patient care during implementation.
Integration complexity
Integration complexity dominates buyer concerns. Healthcare organisations operate dozens or hundreds of disparate systems that must exchange data seamlessly. Any new technology must integrate with existing EHRs, lab systems, imaging platforms, billing systems, and more, or face rejection –regardless of standalone merit. Interoperability isn't a feature; it's a prerequisite.
Workflow disruption
Workflow disruption can derail clinical operations. Clinicians are overwhelmed; adding technology that slows them down or requires learning new processes faces immediate resistance. Even superior solutions fail if they disrupt established workflows. Sellers must prove technology enhances rather than hinders clinical efficiency.
IT security and compliance requirements
IT security and compliance requirements are non-negotiable. HIPAA compliance, data encryption, audit trails, disaster recovery, and security certifications aren't selling points – they're minimum entry requirements. Breaches destroy reputations and trigger massive fines, making security scrutiny intense.
Multi-year implementations
Multi-year implementations delay ROI realisation. Healthcare IT projects routinely take 2-5 years from contract signing to full deployment. Proving value requires patience, and organisations must commit resources long before seeing benefits. This extended timeline increases project risk and buyer hesitation.
Change management resistance
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 regardless of technical merit. Sellers must address the people side of technology, not just the technical side.
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.
How Huthwaite solutions address these challenges
SPIN Selling helps healthcare IT sellers move beyond feature demonstrations to explore the operational pain points, workflow inefficiencies, and strategic limitations that technology can address. By developing buyer recognition of these problems and their implications before discussing solutions, sellers create pull rather than push dynamics.
Surface integration concerns
Surface integration concerns early by exploring current system challenges rather than discovering deal-killing technical barriers late in the process
Address disruption fears
Address workflow disruption fears by helping clinical stakeholders articulate how current processes slow them down, creating openness to change
Build implementation confidence
Build implementation confidence by exploring previous technology project experiences and addressing underlying concerns proactively
Demonstrate ROI
Demonstrate ROI in operational and strategic terms that resonate with both IT and clinical leadership
Navigate change management
Navigate change management by involving end-users in recognising problems and articulating desired outcomes
Differentiate
Differentiate on problem-solving capability and implementation partnership rather than feature superiority alone
Solutions for the Healthcare IT & Digital Health industry
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.