In addition to considering what your buyers are focusing on in their care environments, be on the lookout for contextual information about how they are growing as an organisation and their overall procurement strategy. Take time to identify what type of buyers (their location, size, and type of contracting) fit your ideal buyer persona. Get clear on who your competitors are in your segment, and familiarise yourself with their techniques and strategies to understand what messaging your prospects are hearing from other sources.
Additionally, it is critical to understand what other solutions are being used in a particular disease environment that are solving the same problem as healthcare buyers will draw out comparisons to develop cost-benefit analysis with existing standard-of-care. However, most of the times, you’d have to do more in-depth searches with multiple keywords (and phrases across your target market segment) to get an accurate picture of the shape and size of your target market. Often, simple searches can reveal insights about how a contract is tendered for a particular product or service and what outcomes buyers are using to drive a specific contract. Conduct market research and competitive analysis.īegin the tender process by performing high-level market research to understand the current state of demand for your offering. Indeed, it is a legal requirement to tender out a contract in most of the healthcare segments.ġ. Additionally, it is also important to highlight that many innovations or medical technologies are sourced through tendering in our health systems. If private organisations undertake, it is known as private tendering. When it is done by government or government-affiliated entities, such as the ones in healthcare, it is known as public contracting. Tendering refers to the process by which bids are invited from interested suppliers to provide good or services (or both) to a buyer organisation. You simply won’t succeed if you don’t take a tender (and tender management) for what it is: a high-stakes selling game that requires a unique approach from direct-to-business selling.īefore we dive into the path towards tendering, let’s get crystal clear on what tendering entails. It’s no secret that healthcare tendering is tricky and complicated.
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