Selling to Healthcare with Lisa T. Miller

Lisa T. Miller
  • 5.0 (2)
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Selling to Healthcare with Lisa T. Miller If you're selling to hospitals, health systems, healthcare executives, or provider organizations, this podcast is for you. Hosted by healthcare commercialization expert Lisa T. Miller, Selling to Healthcare helps founders, sales leaders, medical device companies, digital health innovators, life sciences organizations, and healthcare consultants win more business with hospitals through smarter strategy, stronger executive conversations, and a deeper understanding of how healthcare organizations actually make buying decisions. After generating more than $250 million in revenue and building one of the nation's leading healthcare consulting firms, Lisa shares the strategies she used to sell into hospitals, build executive relationships, and create long term partnerships that drive measurable business growth. Each episode delivers practical insights you can immediately apply, including: Selling to hospitals and health systems Selling to healthcare executives including CEOs, CFOs, COOs, CMOs, CNOs, and Supply Chain leaders Hospital buying processes and executive decision making Healthcare commercialization strategies Medical device and digital health sales Enterprise healthcare sales Healthcare innovation and adoption Executive level sales conversations Building credibility with hospital leadership Winning complex healthcare sales opportunities Whether you're an experienced healthcare sales professional or just beginning to sell into hospitals, you'll learn how to navigate complex healthcare organizations, communicate value at the executive level, and build relationships that lead to sustainable growth. If your goal is to sell to hospitals more effectively, understand how healthcare executives make decisions, and develop a repeatable strategy for winning larger healthcare opportunities, Selling to Healthcare delivers practical frameworks, real world examples, and proven approaches you can use immediately. Join Lisa T. Miller each week as she shares the insights, strategies, and executive selling techniques that help companies successfully grow within the healthcare market. Topics include: selling to hospitals, hospital sales, healthcare sales, selling to healthcare executives, hospital procurement, medical device sales, digital health commercialization, enterprise healthcare sales, health system strategy, and healthcare innovation.

  1. 2d ago

    Mission and Margin: Why a Lost Sale Is Never Just Yours | E.31

    In episode thirty-one of "Selling to Healthcare," Lisa T. Miller makes the case that in healthcare, a lost sale is never just a missed quota. When an outstanding product fails to find traction, patients miss out on better care, hospitals settle for inferior solutions, sales reps fall short of their potential, and good companies struggle in obscurity — which raises the stakes on getting the sale right. Lisa explains why selling to hospitals is fundamentally different: patient outcomes come first, purchasing decisions involve multiple stakeholders with different priorities, and nothing works in a silo. At the center of every decision is the balance between mission and margin — delivering high-quality patient care while meeting financial goals. Using the Hospital Readmissions Reduction Program and Value-Based Purchasing as examples, she shows how the clinical story and the financial story are often the same number, viewed from different chairs. She then walks through seven moves for proving you serve both sides: conducting a mission and margin audit, leading with patient-centered benefits, being precise about financial impact, aligning with each hospital's stated initiatives, providing case studies, offering pilots, and overdelivering once you're in. Along the way, Lisa shares how to build ROI models hospitals can verify for themselves, why conservative ranges earn more trust than aggressive projections, and how a simple priority hypothesis sharpens every first conversation. This episode offers a practical framework for healthcare sales professionals who want to stop telling two separate stories to clinical and financial leaders — and start telling one story that both can act on. Highlights of this Episode Include: A Lost Sale Is Never Just Yours: When a strong product fails to sell, patients, hospitals, sales reps, and the companies behind the product all lose something. Mission and Margin Are Often the Same Number: Excess readmissions can cost a hospital up to 3% across all of its Medicare discharges, and Value-Based Purchasing ties a 2% payment withhold directly to quality performance. Clinical failures and financial pressure show up in the same place. One Story, Two Audiences: The CNO and CFO may be looking at the same problem from different chairs. Keep the numbers connected, but frame what they mean for finance, operations, and clinical leaders. Run a Mission and Margin Audit: Before you approach a hospital, write out exactly how your solution affects patient care and exactly how it affects finances, so you can show the total value, not half of it. Lead with Patients, Then Be Precise About the Money: Mission comes first, but leave no room for misunderstanding on cost and revenue. Build ROI from inputs the hospital can observe and verify, and show conservative, expected, and stronger cases rather than one number built to impress. Write a Priority Hypothesis: Before asking for a meeting, answer four questions — what is this hospital trying to improve, which metric reveals the problem, what's made it more urgent, and what happens if nothing changes. Prove It, Then Overdeliver: Case studies and pilots that track both clinical and financial metrics reduce risk for tight-margin hospitals. Once you're in, obsess over results — that's how small projects become large contracts. Read the full report: https://www.lisatmiller.com/wp-content/uploads/2025/01/Selling-to-the-Healthcare-C-Suite.pdf Learn more about Lisa at https://lisatmiller.com/about Book an appointment -  https://calendly.com/lisa_t_miller/30min LinkedIn - https://www.linkedin.com/in/lisamiller/ Learn about Lisa's Workshops: https://fluentinhealthcare.com/ https://healthcaresalesmasterclass.com/

  2. Sep 25

    The Best Way In Is Rarely the Front Door | E.30

    In episode thirty of "Selling to Healthcare," Lisa T. Miller takes on a problem that quietly drains sales teams without them ever noticing — outreach that goes unanswered not because executives are busy, but because it's aimed at the wrong door and carries nothing worth opening. Lisa breaks the issue into two questions: which door are you knocking on, and what are you knocking with? She explains why supply chain and procurement, the obvious front door into a hospital, is rarely where the conversation should start, and why leaders like the Chief Nursing Officer, Chief Operating Officer, VP of Finance, and VP of Perioperative Services often make stronger entry points. Lisa shares a simple test for choosing your door, how to tailor your opening to what each executive is listening for, and how to use CMS readmissions penalty data to find where a hospital's clinical and financial pressures line up. Lisa then turns to what sellers bring to the door, making the case that cold email quietly damages your brand while offering only the illusion of efficiency. She walks through the alternatives that actually earn executive replies — genuinely useful newsletters, direct mail, FedEx-delivered sell sheets, short personal videos, and original writing shared for feedback — along with her Golden Rule of Follow-Up. This episode offers a practical playbook for healthcare sales professionals who are tired of sending more and hearing less, and who want to show up at the right door with something executives are glad they opened. Highlights of this Episode Include: Choose the Right Door: Supply chain is the obvious front door, but rarely where the conversation should start. Ask whose day gets harder if your product doesn't exist, and whose metric moves if it does — that leader is your entry point. Match the Message to the Leader: The CFO needs to see value, the COO responds to vision, and the CMO or CNO cares about clinical outcomes and differentiation. The same product needs a different opening for each. Use Readmissions Data as Your Opening: Under the Hospital Readmissions Reduction Program, excess readmissions can cost a hospital up to 3% across all of its Medicare discharges. Pull the penalty data for your top five accounts and write a short, specific note in their language. The Hidden Cost of Cold Email: Cold email offers a false promise of efficiency — and executives who mark you as spam will never tell you. Ten personal emails to people who know you will outperform a thousand to strangers. Build a Newsletter Worth Replying To: Genuinely useful content keeps you on an executive's radar and builds trust over time. Mine sources like Reddit to learn how your buyers describe their own problems — then use their words, not yours. Step Outside the Inbox: Direct mail, FedEx-delivered role-specific sell sheets, thirty-second personal videos offering a one-page brief, and original writing shared for feedback all stand out where email doesn't. The Golden Rule of Follow-Up: Every interaction must add value. A "just checking in" email breaks the rule the same way cold email does — it asks for attention and gives nothing back. Read the full report: https://www.lisatmiller.com/wp-content/uploads/2025/01/Selling-to-the-Healthcare-C-Suite.pdf Learn more about Lisa at https://lisatmiller.com/about Book an appointment -  https://calendly.com/lisa_t_miller/30min LinkedIn - https://www.linkedin.com/in/lisamiller/ Learn about Lisa's Workshops: https://fluentinhealthcare.com/ https://healthcaresalesmasterclass.com/

  3. Sep 20

    The Purpose of the Meeting Is Not to Pitch | E.29

    In episode twenty-nine of "Selling to Healthcare," Lisa T. Miller steps into the room where so many hospital decisions actually get made — the executive meeting itself. Lisa explains why most C-Suite meetings fall apart not because the product is bad, but because of a misalignment between the buyer's problem and the way the solution was presented — and why that is almost entirely within the seller's control to fix. She reframes the purpose of the meeting entirely: not to pitch, but to solve. Lisa walks through her "digging for gold" approach to preparation, where sellers act as consultants to their buyers, surface problems nobody else has seen, and walk in sitting on the same side of the table. She shares the story of a half-day seminar for 30 hospital CFOs where she taught her method in full — and walked out with two multi-year agreements. Lisa then breaks down what makes a presentation fail, the four-part framework C-Suite executives actually prefer, the three ingredients every executive presentation needs, and how to close a meeting with clear next steps. She finishes with her Golden Rule of Follow-Up and four post-meeting moves that keep momentum alive without turning you into a pest. This episode offers a complete meeting playbook for healthcare sales professionals who want to stop blending into the noise and start showing up as trusted advisors executives want to hear from again. Highlights of this Episode Include: Solve, Don't Pitch: Escape tunnel vision — selling to healthcare isn't about your goals or your quarter. No executive wakes up hoping to sit through sales presentations; the purpose of the meeting is to prove you can solve their real problems. Preparation Is the Presentation: The success of your presentation is determined by the quality of the preparation behind it. Static features-and-benefits decks blend into the noise, and communication goes dark. Dig for Gold: Become a consultant to your buyer. Use earnings calls, press releases, and leadership interviews to see what others don't — and surface serious problems the buyer hasn't recognized yet. Win by Teaching: Lisa taught her full non-labor cost reduction method to 30 hospital CFOs and finance leaders — and two multi-year agreements originated that afternoon. Confidence in your capability sells better than any pitch. Avoid the Three Presentation Killers: Buzzwords without substance, overly technical detail, and overpromising — "nothing kills trust faster than saying you can do everything when it's clear you can't." Build What Executives Prefer: Open with their priorities, focus on outcomes, keep it visual and concise, and allow for interaction — backed by proof of credibility, unique insights, and practical next steps. Act like a seller and you'll be treated like one; act like an advisor and you earn access few salespeople see. The Golden Rule of Follow-Up: Every interaction must add value. End meetings with clear next steps, never send "just checking in" messages, and instead send a summary within 24 hours, deliver what you promised, stay visible with insight, and offer a proof of concept. Read the full article: https://www.selltohospitals.com/p/c-suite-selling-strategies Learn more about Lisa at https://lisatmiller.com/about Book an appointment -  https://calendly.com/lisa_t_miller/30min LinkedIn - https://www.linkedin.com/in/lisamiller/ Learn about Lisa's Workshops: https://fluentinhealthcare.com/ https://healthcaresalesmasterclass.com/

    The Purpose of the Meeting Is Not to Pitch | E.29

  4. Sep 12

    Three Decisions You Must Win Before the Contract | E.28

    In episode twenty-eight of "Selling to Healthcare," Lisa T. Miller opens with a scene every hospital seller has lived through. You get the meeting, the executive is engaged, she asks thoughtful questions, and she tells you to keep talking. Then it slows. Operations wants more detail, finance wants different numbers, IT raises integration concerns, a clinical leader isn't convinced the workflow holds, and procurement shows up late. The executive is still supportive — but that support never becomes a decision. Lisa returns to the Decision Zone she introduced in her episode on frozen pipelines, and gets specific about what actually has to be won inside it. Her central point: executive interest is not organizational approval. A hospital isn't a single buyer, it's a decision system, and that system has to resolve three things — whether the solution matters now, whether the value can be measured here, and whether the organization can say yes without creating unacceptable risk. These aren't late-stage objections to handle at the end. They sit underneath the entire deal. She walks through each decision with the work that goes with it: priority research instead of title research, a four-question priority hypothesis written before you ask for the meeting, the five elements of a credible business case, testable models with visible assumptions instead of one unsupported ROI claim, and mapping the people whose sign-off makes a yes feel responsible. She also shares the bake-off she proposed while running VIE Healthcare — same small pilot for all three competing firms — which won a five-year health system contract by letting the buyer see the work rather than the presentation. This episode gives healthcare sales professionals a sequencing framework for the middle of the deal, where most hospital revenue gets trapped, and a clear test for whether an opportunity needs more persuasion or better preparation. Highlights of this Episode Include: Executive Interest Is Not Organizational Approval: A hospital is a decision system, not a single buyer. Interest from one leader doesn't move a deal until the system resolves relevance, measurability, and risk. Decision One — Is This Important Enough to Address Now?: Most conversations start too close to the solution. Your job isn't to prove the product works, it's to connect the problem to something the organization has already decided matters. Priority Research Beats Title Research: Titles tell you what a leader generally cares about. Expansion plans, margin pressure, public quality goals, and value-based contracts tell you what this leader is accountable for right now — and a surgical technology that opens a net-new patient population stops being a save-money story and becomes a growth story a CFO can take to the board. Decision Two — Is the Value Real and Measurable Here?: The question executives actually ask is what would have to be true for this result to happen in our organization. Generic ROI claims skip the hospital's current state and cost you credibility. Show a Testable Model, Not a Perfect Number: Two hundred avoidable calls a week at three minutes each is five hundred and twenty hours a year — an assumption the hospital can go verify. Strong business cases show a conservative, expected, and stronger case, and translate the numbers for finance, operations, and clinical leaders differently. Decision Three — Can We Say Yes Without Creating More Risk?: The biggest competitor in most hospital deals is the current way of working. Map the economic sponsor, operational owner, clinical validator, IT and security, finance, and procurement — they aren't obstacles around the buyer, together they are the buyer. Build Pilots as Decision Instruments: A serious pilot has a baseline, a defined population, an accountable owner, a time frame, agreed success measures, and a decision waiting on the other side. Anything less produces activity and no proof. Motion is not progress — complex deals move when you remove uncertainty in the right order. Read the full article: https://www.selltohospitals.com/p/selling-to-hospitals-three-decisions Learn more about Lisa at https://lisatmiller.com/about Book an appointment -  https://calendly.com/lisa_t_miller/30min LinkedIn - https://www.linkedin.com/in/lisamiller/ Learn about Lisa's Workshops: https://fluentinhealthcare.com/ https://healthcaresalesmasterclass.com/

    Three Decisions You Must Win Before the Contract | E.28

  5. Sep 7

    The Core Authority Asset, Built in an Afternoon | E.27

    In episode twenty-seven of "Selling to Healthcare," Lisa T. Miller delivers part two of an argument she started a few episodes earlier — that the health systems sellers are calling on are already running AI against spend, contracts, and patient access, and that the bar for what executives expect from a vendor has quietly moved. She drew a line then between the vendors using AI to send more emails and the vendors using AI to actually think. This episode is the practical half: what that second group is doing, and how to join it. Lisa anchors the whole thing in the Core Authority Asset — a concise, credible, forwardable piece of intelligence built around one health system's data, pressures, and language, designed so a champion can carry it into a room the seller isn't allowed to enter. What used to make that asset rare was the cost of building it: weeks of research, a team of analysts, deep institutional knowledge of how hospital data works. That cost has collapsed. She demonstrates with a worked example. Say you're a physician who does some emergency department work, trying to expand into new health systems, with almost no data on the accounts you're targeting. Instead of chasing information you don't have, you sit down with an AI tool and ask what an emergency department actually measures — not how to sell your services. Three metrics come back, sourced from Medicare data and the Hospital Outpatient Quality Reporting program: left-without-being-seen rate, median ED time, and door-to-inpatient-bed time. Run a target hospital through that data and say the left-without-being-seen rate lands at five percent against a healthy benchmark of roughly two percent, with door-to-bed time running around three hours. Those numbers become a customized executive brief — and from there, you could even vibe-code a simple web app that pulls the same three metrics live for any hospital in the country, so you can hand an executive the tool and say, name a hospital. Yours, or a competitor's. Lisa then pulls the example apart into a repeatable five-step framework and closes on the part that matters most: the barrier is no longer budget, analysts, or code. It is curiosity, better questions, and the willingness to do the work for one specific account when competitors won't — and the window on that advantage will not stay open indefinitely. Highlights of this Episode Include: Built in an Afternoon, Not in Weeks: A single question asked of an AI tool can surface a data source most sellers have never heard of and a five percent left-without-being-seen rate — more than double the benchmark. That one number is the entire executive conversation. Start With the Problem, Not the Product: The starting question was never "how do I sell my services." It was "what does an emergency department measure, and where do hospitals struggle." Before your next target account meeting, write down three real questions about that health system you cannot answer yet. Go to the Data, Then Verify It: Medicare cost reports, Hospital Outpatient Quality Reporting, CMS bundled payment data, IRS 990s — mostly free, mostly untouched by vendors, and now readable in minutes. But AI tools are confidently wrong, and one bad number in a C-suite meeting doesn't cost you the point, it costs you the room. Ask Better Questions, Not Bigger Ones: Dropping a hospital name into a generic prompt returns generic output every time. Ask AI to triangulate across sources, benchmark one metric against peers, and explain what a pattern means to a CFO managing margin pressure and a bundled payment mandate at once. Questions that specific are what surface the metrics you wouldn't have known to look for. Build for This Account, Not All Accounts: The temptation to templatize the insight and blast it across thirty systems destroys the thing that made it work. The framework travels; the insight gets rebuilt every time. Gut check — could your last leave-behind have been sent to any hospital? Match the Form to the Moment: A Core Authority Asset isn't always a document. Door-opener, one-page brief, forwardable leave-behind, interactive app — same underlying intelligence, different expression depending on where you are in the cycle and who you need to reach. The Barrier Is Effort, Not Technology: No analyst team, no data subscription, no code required. Executives have never chosen a vendor for a polished deck — they choose partners who show up having done the work, and that work now fits in an afternoon.   Learn more about Lisa at https://lisatmiller.com/about Book an appointment -  https://calendly.com/lisa_t_miller/30min LinkedIn - https://www.linkedin.com/in/lisamiller/ Learn about Lisa's Workshops: https://fluentinhealthcare.com/ https://healthcaresalesmasterclass.com/

    The Core Authority Asset, Built in an Afternoon | E.27

  6. Aug 27

    Search Isn't Disappearing. It's Becoming a Conversation | E.26

    In episode twenty-six of "Selling to Healthcare," Lisa T. Miller does something different — she opens up the book she's writing right now and walks through chapter one while it's still in progress. The chapter is called The New Front Door to Your Business, and it's built on a single claim she wants every business owner to sit with: Google isn't disappearing, but the behavior around it has already changed.   Lisa traces the shift from typing a few keywords and clicking through websites to asking a full question inside an AI tool — and the difference matters, because AI doesn't hand back a list. It interprets the question, evaluates what's out there, and may recommend a handful of businesses before the customer ever lands on a single website. She backs the shift with research rather than instinct: Yext found roughly 43% of consumers had used AI for local search in the previous month and 28% had tried a new local business on an AI recommendation, while McKinsey projects $750 billion in spending flowing through AI-powered search by 2028.   She then works through the harder question — why a genuinely successful business can be missing from an AI answer entirely. Thin content, a site structure or schema that blocks bots, no answers to the questions customers are actually asking, no consistency, and content that reads as machine-generated rather than real. Lisa is direct about what happens next: when AI recommends your competitor, that customer goes there, and the signal compounds in the competitor's favor. She also looks ahead to bot-to-bot conversations, where the agents on your website negotiate directly with the agents doing the searching.   Lisa closes with her own evidence — a year of focused work that now has her consistently surfacing in AI, the number one Google spot for "selling to hospitals," and years at the top of YouTube and Google in her consulting firm days that brought senior executives to her directly. Then the personal one: after coming up empty searching for a very specific doctor for her mother, she found the right physician through a back-and-forth with AI. Search isn't disappearing. It's becoming a conversation — and your business has to be able to participate in it.   Highlights of this Episode Include: The New Front Door: Customers used to type "Palm Beach Gardens orthopedic practice" and click around. Now they ask a full question — and AI interprets, evaluates, and recommends before anyone visits a website. The Data Isn't Subtle: Yext found ~43% of consumers used AI for local search in the past month and 28% tried a new business on an AI recommendation; McKinsey projects $750 billion flowing through AI search by 2028. This isn't a someday problem. Why Good Businesses Go Missing: Not enough content, a site structure or schema that blocks bots, and no answers to the questions customers are actually asking. Bots that can't get an answer quickly will bounce and go elsewhere. Real Content, Not Machine Filler: AI can edit — Lisa is talking her whole book through and using AI to polish it — but the ideas have to be yours. Stories, examples, images of your work, and consistency are what signal trustworthiness. Losing Compounds: When AI recommends a competitor, the customer goes there and AI reads the signal to keep referring them. Speed is the counterweight — speed to answer, to pick up the phone, to follow up, to quote. Bots Talking to Bots: Today the bots crawl your site. Soon your site will need its own agents to answer, inform, and transact with them. Conversational agents already schedule appointments and triage questions right now. Three Things to Do Right Now: Run a comprehensive analysis of your site's SEO, structure, schema, and AI visibility; build consistent content around what your customers actually ask; and put an agent or two on your website.   Reports referenced in this episode: https://www.yext.com/resources/consumer-search-behaviors-full-report https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/new-front-door-to-the-internet-winning-in-the-age-of-ai-search Learn more about Lisa at https://lisatmiller.com/about   Book an appointment -  https://calendly.com/lisa_t_miller/30min LinkedIn - https://www.linkedin.com/in/lisamiller/   Learn about Lisa's Workshops:  https://fluentinhealthcare.com/ https://healthcaresalesmasterclass.com/

    Search Isn't Disappearing. It's Becoming a Conversation | E.26

  7. Jul 24

    GPOs to Direct Deals: Secrets of How Hospitals Really Buy

    Episode Description Most sellers chase one path into hospitals and stall out when it closes. In this episode, Gavin and Lisa map the full set of routes: national GPOs and their RFP cycles, regional purchasing coalitions, government and VA contracting, direct health system deals, MWBE certification, buy-local initiatives, and hospital innovation funds. Lisa breaks down her issue-impact-urgency-outcome framework for arming a clinical champion, explains why good products still get rejected at value analysis, and shares the one move a seller with no contracts and no connections can make this quarter. She ran her own healthcare company for 23 years before selling it, and now advises companies on hospital contracting strategy. In This Episode Why national GPO contracts hinge on timing, not pitching (00:31) Vizient, Premier, and HealthTrust control roughly 60 to 70 percent of the hospital supplies market. Lisa explains how their multi-year RFP cycles work and why the biggest mistake sellers make is missing the window entirely. She also covers innovation grants and custom contracts as ways around standard contracting. When a regional GPO beats a national one (04:54) Regional GPOs and local coalitions are more accessible and buy in categories national contracts often skip. Lisa notes the tradeoff: those coalitions expect a much higher-touch relationship from suppliers. The government path most sellers forget (07:45) Lisa covers the VA system, one of the largest in the country, and the preferential treatment given to veteran-owned and disabled veteran-owned companies. She also mentions a federal hospital-at-home fast track program for expedited review of innovative solutions. Selling direct without a GPO contract (10:15) There is no rule stopping a supplier from selling straight to a hospital. Lisa explains when price alone wins the deal and where state-run hospitals run their own RFPs. The order number that cost a hospital hundreds of thousands (11:58) A real example of a logistics glitch blocking major savings, where swapping an item number in the system was the only barrier. Lisa's fix: write out the switching process step by step and make it visibly frictionless. Why the CFO does care about your commodity product (15:32) Lisa pushes back on sellers who assume finance leaders will not engage. Low-risk, easy savings are exactly what CFOs want brought to them. Using MWBE certification as leverage (17:15) State certification can be done in about 30 days, while national certification is a longer path. Lisa shares her own experience getting certified during COVID and describes hospitals like Northwell that host dedicated supplier days. Buy local as a hidden advantage (20:26) Lisa won a New Jersey RFP and only later learned the health system's CEO had made buying local a strategic priority, tracked by spend volume. She points to the Healthcare Anchor Network, where systems across the country have committed to large local purchasing targets. Why hospitals want local vendors (23:22) The motivation is community economic impact, and the loyalty runs both ways. Local vendors show up faster because the hospital serves their own families. Hospital venture funds and innovation partnerships (24:41) Lisa explains how these programs work, who they suit, and why hospitals now hunt for non-patient-care revenue. Co-development and commercialization deals can matter more than the funding itself. Two stories from the innovation channel (27:14) An acquisition inquiry that arrived unprompted during a sales process, plus the UPMC decision to buy the largest third-party Epic consulting firm rather than hire implementation consultants. What a clinical champion can and cannot do (30:17) Champions open doors but rarely carry purchasing power alone. Lisa explains why even a department chair can stall, and why hospitals need gatekeeping to avoid stocking every product a physician likes. Arming your champion: issue, impact, urgency, outcome (34:27) Lisa's framework for the two-to-three page document a champion actually needs. Issue defines the problem or bottleneck. Impact is the measured ROI. Urgency ties to something real, like new cases coming in. Outcome demands specificity, down to named DRGs and dollar figures per case. She stresses writing the talking points for physicians rather than expecting them to sell on your behalf. Why good products get rejected at value analysis (39:18) Lisa explains the two purposes of value analysis, clinical safety and financial threshold, and argues sellers should respect why the process exists. Her advice is a complete value package built for a three-dimensional decision, not a linear pitch. Adoption in the first 90 to 180 days (45:03) Signing the contract is not the finish line. Lisa covers protecting your clinical champion's early success, then expanding to other physicians, facilities, and ASCs inside the same network. One move to make this quarter (46:45) For sellers with no GPO contract, no certification, and no investor connections, Lisa recommends going local and direct. Pick five to ten nearby hospitals and pursue each with a specific strategy. Where to find Lisa and Gavin (49:20) Key Quotes "The biggest mistake is not knowing those cycles of when they're gonna do RFPs and looking for your products, so you gotta keep an eye out for that." (Lisa) "I would actually make it frictionless. And I don't think sellers do that enough." (Lisa, on removing the logistics barriers that stall a direct deal) "You're asking them to articulate a commercial. You're asking them to do your work as a salesperson." (Lisa, on why clinical champions need written talking points) Connect with Lisa Website: LisaTmiller.com Connect with Gavin Email: gavin@empathyfirm.com

    GPOs to Direct Deals: Secrets of How Hospitals Really Buy

  8. Jul 8

    9 Stealth Strategies to Get the Meeting, Win Trust, and Close Big Hospital Deals

    Episode Description Getting the meeting is the hardest part of hospital sales — not closing it. In this episode, Gavin sits down with Lisa Miller to break down nine practical strategies for landing C-suite meetings, surviving stalled pipelines, reading different executive personalities, and building the "core authority asset" that turns cold outreach into inbound interest. Lisa also shares a preview of her new Healthcare Experts Network and stories from over 23 years running her firm, VIE. In This Episode Stealth strategies to land the first meeting (01:10) Why LinkedIn, cold email, and video mostly fail with hospital executives — and why direct mail (yes, FedEx) still cuts through. Lisa also makes the case for writing a mini book and speaking at events like HFMA and hospital association conferences. Competing with McKinsey and the big brands (06:24) How a boutique firm beats the "nobody gets fired for hiring McKinsey" mindset: staying on the front lines with customers, innovating on process and delivery, and committing to results within 30 days. A preview: Healthcare Experts Network (10:28) Lisa previews a new platform connecting independent healthcare strategists and specialists with hospital systems (healthcareexpertsnetwork.com). Why 40–60% of pipelines stall — and how to prevent it (12:09) The real reason presentations lose executives: wasted time upfront, unfocused slides, and no clear point of view. Lisa's fix: get to the big idea fast, use "example stacking" to build credibility, and ask for a small piece of data to keep momentum after the meeting. Reading a C-suite executive in the first five minutes (18:05) How to spot an "innovative" leader versus a "protective" one — and how to adjust your conversation without derailing your credibility or sounding scripted. The Core Authority Asset (22:35) Lisa's definition: a single piece of commercial insight built around one big idea that reframes how an executive sees their problem — and makes the next step a conversation with you. She covers what it should look like (10–15+ pages, visual, story-driven), how to deliver it (direct mail, flip books, a condensed version), and why it beats white papers and traditional thought leadership. Speaking to a room full of decision makers (31:48) What happens when the CEO, CFO, CMO, and COO all view the same deal differently — and how to answer without contradicting yourself in front of the room, using a real story from a 12-person hospital sales meeting. Who really holds the authority in the room (36:41) Why it's usually the CEO, CFO, or COO driving the final call — and why any one person in the room can still derail a deal if you answer a question poorly. How hospital buying is changing in 2026 (39:35) Why the sellers who win over the next five years will be the ones who deeply understand CMS reimbursement shifts, value-based care, and post-acute patient management — not just pitch a product. Why you shouldn't grill the C-suite with questions (42:42) Lisa's take on the "15 questions" presentation style — and why a strong presentation should earn its questions naturally instead of front-loading discovery. The EXEC Method (45:21) Lisa's four-step framework for selling to the C-suite: Establish executive context Expose the real problem Earn trust and win the business Commit to the outcomes Includes a personal story from Lisa's early days at Stryker about earning trust by taking ownership of someone else's problem. Key Quotes "You're hunting elephants with a BB gun." — the mentor who reframed how Lisa thought about reaching the C-suite "A core authority asset is a single, deliberate piece of your unique commercial insight built around one big idea that reframes how an executive sees their problem." "Nothing's worse than someone coming in and selling something and they don't understand their environment." Resources Mentioned Lisa's book: The Executive Yes — executiveyes.com Healthcare Experts Network (new, coming soon) — healthcareexpertsnetwork.com Lisa's website — lisatmiller.com Previous episode: "The 7 Most Effective (Free) Data Sources" for pre-meeting research Core Authority Asset template — available on request from Lisa Connect with Lisa Miller Website: lisatmiller.com Connect with Gavin Lira Episode produced by Gavin Lira

    9 Stealth Strategies to Get the Meeting, Win Trust, and Close Big Hospital Deals
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2 Ratings

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Selling to Healthcare with Lisa T. Miller If you're selling to hospitals, health systems, healthcare executives, or provider organizations, this podcast is for you. Hosted by healthcare commercialization expert Lisa T. Miller, Selling to Healthcare helps founders, sales leaders, medical device companies, digital health innovators, life sciences organizations, and healthcare consultants win more business with hospitals through smarter strategy, stronger executive conversations, and a deeper understanding of how healthcare organizations actually make buying decisions. After generating more than $250 million in revenue and building one of the nation's leading healthcare consulting firms, Lisa shares the strategies she used to sell into hospitals, build executive relationships, and create long term partnerships that drive measurable business growth. Each episode delivers practical insights you can immediately apply, including: Selling to hospitals and health systems Selling to healthcare executives including CEOs, CFOs, COOs, CMOs, CNOs, and Supply Chain leaders Hospital buying processes and executive decision making Healthcare commercialization strategies Medical device and digital health sales Enterprise healthcare sales Healthcare innovation and adoption Executive level sales conversations Building credibility with hospital leadership Winning complex healthcare sales opportunities Whether you're an experienced healthcare sales professional or just beginning to sell into hospitals, you'll learn how to navigate complex healthcare organizations, communicate value at the executive level, and build relationships that lead to sustainable growth. If your goal is to sell to hospitals more effectively, understand how healthcare executives make decisions, and develop a repeatable strategy for winning larger healthcare opportunities, Selling to Healthcare delivers practical frameworks, real world examples, and proven approaches you can use immediately. Join Lisa T. Miller each week as she shares the insights, strategies, and executive selling techniques that help companies successfully grow within the healthcare market. Topics include: selling to hospitals, hospital sales, healthcare sales, selling to healthcare executives, hospital procurement, medical device sales, digital health commercialization, enterprise healthcare sales, health system strategy, and healthcare innovation.

Information

  • Creator
    Lisa T. Miller
  • Years Active
    2024 - 2026
  • Episodes
    31
  • Rating
    Clean
  • Copyright
    Selling To Healthcare with Lisa T. Miller © 2024 - 2026 | https://www.lisatmiller.com
  • Show Website
    Selling to Healthcare with Lisa T. Miller