Healthcare B2B: MedTech into Hospitals
How a MedTech startup navigated complex healthcare procurement
Segment Overview
Healthcare B2B is the most regulated and challenging segment for outbound. Compliance is paramount, sales cycles are extremely long, and decision-making involves clinical, administrative, and procurement personas.
Business Situation
Diagnostic software with CE marking and €5M ARR. Success with private clinics. Goal: entry into public hospitals. Challenge: complex tender processes and long approval cycles.
Core Challenges
Why Outbound?
Waiting for tenders is a reactive strategy. Proactive outbound enabled building relationships and influencing tender requirements before RFP.
Ideal Customer Profile
Regional hospitals with 300+ beds with radiology or pathology departments. Personas: Clinical Directors, IT Directors, Procurement Heads. Trigger: equipment renewal cycles, quality initiatives.
Our Approach
Long-term relationship building (18+ months pre-tender). Clinical education events. Research collaboration offers. KOL (Key Opinion Leader) engagement strategy.
What Worked
What Didn't Work
Key Lessons Learned
Recommendations for Similar Cases
Healthcare outbound = relationship investment, not sales campaign. Clinical credibility first. Plan for 18-24 month cycles. KOL strategy is essential.
Disclaimer: This use case is a generalized scenario based on experience from similar projects. It does not constitute a promise of specific results. Actual results depend on product, market, pricing, and follow-up quality.
Let's Discuss Your Case
Every project is unique. Let's discuss your situation and design a tailored solution.