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The Uneconomic Buyer

My recent research into the healthcare buying process has revealed a new character: The uneconomic buyer. By now, we all know about champions, advocates, technical buyers, influencers, and even adversaries. But the uneconomic buyer is a different and fascinating role. The distinguishing feature of the uneconomic buyer is this: A purchase by them or someone close to them will actually cost this buyer money—hence, it is uneconomic for them to support the buying decision. Frequently, they actively undermine the purchase or kill the sale altogether. In healthcare, physicians and hospitals can find themselves in very difficult positions. For example, an OB/GYN physician builds a practice based on surgical solutions and women’s health. When a new procedure performed by an interventional radiologist becomes available, the OB/GYN must refer her patient to

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