/ Selling to the NHS Ian Sandison

/ Selling to the NHS Purchasing Landscape Buyer/User/Influencer mix Defend and Grow

/ 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

/ The Purchasing Landscape Nationally – Manages Procurement Manages Physical Logistics Hosts E-Cat 500,000 lines Used by most trusts Operated under 10 year contract by DHL

/ The Purchasing Landscape Nationally – Categories of products include Theatre/Surgical Medical Clinical, orthopaedic, cardiology, pathology, imaging Food, office and other items

/ Blood Gas Analysis Analyser Equipment, Associated Reagents and consumablesPathologyM RobertsLaunched Full Blood CountAnalysers and Associated EquipmentPathologyM Roberts01-Jul-09 Neonatal Screening PathologyM Roberts15-Jun-09 Liquid Based Cytology PathologyM Roberts01-Jul-09

/ The Purchasing Landscape Nationally – Categories of products include Theatre/Surgical Medical Clinical, orthopaedic, cardiology, pathology, imaging Food, office and other items

/ The Purchasing Landscape Nationally – 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

/ The Purchasing Landscape Regionally – 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

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/ 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

/ The Purchasing Landscape National Regional Local Departmental

/ 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

/ 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 ?

/ 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

/ 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

/ 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

/ 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

/ 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

/ Ian Sandison