Selling to Healthcare with Lisa T. Miller

Lisa T. Miller
  • 5.0 (2)
  • Marketing

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 $200 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

    The Hospitals You Sell To Are Already Running on AI | E.23

    In episode 23 of "Selling to Healthcare," Lisa T. Miller makes good on a promise from the close of her Context Selling episode — that AI is rewriting the deep preparation behind a C-suite conversation, doing in minutes what used to take weeks by hand. This is part one of a two-part series, and it's about what has actually changed inside the hospitals you sell into, and why most sales organizations haven't caught up. Lisa lays out the divide she's seeing across nearly every company she talks to: vendors are quietly splitting into two groups. The line isn't size, budget, or tenure — it's whether you understand what's now possible with AI, or whether you're just using it to send more emails. The small group that gets it walks into the C-suite with something no competitor has, and they're winning deals because of it. She traces what's driving that split back inside the building. For most of healthcare's history, the business side ran on manual analytical work — at VIE, that once meant copying invoices by hand and keying them into Excel line by line. Every shift since (digital records, remote access, automation) removed a little friction, but the underlying model never changed: people doing the analysis as fast as their tools allowed. What's happening now is different in kind, not degree. Health systems are deploying discipline-specific AI agents — trained on spine spend, reference lab, purchased services, contracts, utilization — that work continuously, learn what normal looks like, and flag what doesn't fit the moment it drifts. Lisa makes it concrete with the kind of analyst who never sleeps, never forgets a renewal, and never loses the thread, and with a real example in patient access — Assort Health, built on Google's Gemini models, posting results across more than 50 million patient interactions. She explains why this matters even if you never touch one of these agents: it raises the bar on what your buyers can do and what they expect from you. The insight edge that once won meetings can now show up on a CFO's desk, surfaced by an agent, before you ever walk in. This episode offers a clear-eyed map of the new terrain for anyone selling into health systems — and a preview of part two, where Lisa gets practical and walks through exactly what to build. Highlights of this Episode Include: Two Groups, One Divide: Vendors are splitting into those who grasp what AI now makes possible and those using it to send more emails. That's the whole line — not size, budget, or tenure. Different in Kind, Not Degree: Health systems are deploying discipline-specific AI agents — not chatbots — that work continuously in a narrow domain, learn what normal looks like, and flag the thing that doesn't fit. The Analyst Who Never Sleeps: A good spine-spend agent doesn't just total implant costs; it catches one surgeon running 40% above peers with no outcome difference, ties it to contract terms, and flags it the moment it drifts — not nine months later. From the Copy Machine to the AI Agent: For decades, every back-office gain just removed friction from work that stayed the same. Now the analytical work itself is handed to something that does it continuously, on its own. It's Already Happening: AI agents are operating at scale inside health systems today — Assort Health ran more than 50 million patient interactions with 89% shorter wait times and an 81% lower call abandonment rate. Not a forecast; the environment now. The Bar Just Moved: Buyers surface intelligence in near real time — a value analysis committee that once took a quarter can now move in a week or two, and the leak you found may have hit the CFO's desk last Tuesday. Use AI to Think, Not Just to Send: Group one builds assets that carry their narrative into the C-suite and asks the system-specific questions most vendors never bother with — turning publicly available data into insight that opens doors. The AI does the digging; your people do the thinking. 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/

    16 min

  2. Jun 19

    Context Selling: The 5 Steps | E.22

    In episode twenty-two of "Selling to Healthcare," Lisa T. Miller gets practical about Context Selling — moving past the idea that executives need more information and showing how what they actually need is context: something true about their own business that they couldn't see for themselves. Lisa lays out exactly what a C-Suite executive needs from a seller to feel confident enough to make the call. She challenges the consensus-selling myth that has hardened into strategy across the industry — the belief that winning means getting better at selling to the middle of the organization. Instead, Lisa argues that CEOs and CFOs are more involved in major buying decisions than ever, and the executives who seem impossible to reach are simply being approached at the wrong level, with the wrong preparation. Lisa walks through the five steps of Context Selling: noticing when executives lean in, sharing specific and relevant details through narrative, considering every lens in the room, building a compelling narrative before the meeting, and circulating a Core Authority Asset that carries the narrative when she isn't in the room. Along the way she shares stories from Temple University Health System and VIE Healthcare that show what the right context looks like in practice. This episode is a practical playbook for healthcare sales professionals ready to stop chasing consensus and start building the context that lets the executives who already hold the authority actually use it. Highlights of this Episode Include: Information Isn't Context: A thirty-page deck is information. Context is showing an executive something true about their own business they couldn't see for themselves — and that is what actually moves decisions. Notice When Executives Lean In: The C-Suite engages when you know their market, understand their pressures, and bring a point of view they haven't heard — external context and frontline experience their own teams can't access. Share the Right Details, Not Fewer: The myth that executives only want the summary is backward. They're voracious readers who want the narrative — how you did it, not just that you did it. Consider Every Lens in the Room: CEO strategy, CFO margin, CMO patient care, COO workflow — carry one clear point of view, fluent enough across all four lenses to make every person in the room feel seen. Build the Narrative Before the Meeting: The meeting isn't where you gather context — it's where the executive evaluates whether you already understand their world. Do the deep preparation ahead of time. Circulate a Core Authority Asset: Most deals die after the meeting, when the narrative can't survive the retelling. Leave behind a concise, specific document that sells in every room you can't be in. Stop Chasing Consensus: The deals that feel stalled aren't lost — they're waiting for someone to show up at the right level. Give the executive who already holds the authority the clarity to use it. 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/

    13 min

  3. Jun 12

    Context Is Not Information | E.21

    In episode twenty-one of "Selling to Healthcare," Lisa T. Miller takes on the moment that comes right after you finally land the meeting you fought for — you're in the room with the executive who can actually make the call, you've got thirty minutes, and what most talented salespeople do with that window breaks her heart a little. They use it to talk, to present, to walk through everything they prepared. Lisa makes the case that the window should be used for something else entirely: showing the executive that you genuinely understand their world. At the heart of the episode is a single distinction she wants sellers to sit with — context is not the same thing as information. A thirty-page deck is information. A follow-up email full of attachments is information. And executives are already drowning in it. What they need is context: a clear picture of where their organization actually is right now, the specific pressures they're navigating this quarter, and how what you do connects directly to what they're trying to accomplish. Information is you talking about your product; context is you showing them something true about their own business they didn't already see. Lisa argues the real shift is from showing up as someone who sells something to someone who knows something — and that relationships and likability, while real, are only table stakes. She reframes the goal in the room as well: your job is not to manufacture agreement across a C-suite that naturally sits in tension, but to give the decision maker enough context, delivered with enough credibility, that they feel confident enough to move. And confidence, she explains, is personal — when an executive signs off, their name and reputation are on it. This episode is a setup for the discipline of Context Selling: doing the homework before you walk in, because the executive isn't there to orient you to their world — they're there to find out whether you already understand it. It's the first half of a two-part arc, with Lisa promising to walk through the five steps of Context Selling next week. Highlights of this Episode Include: Context Is Not Information: Executives are already drowning in slides, data, and reports. A thicker deck doesn't move them — context does: a clear, specific picture of where their organization is right now and how what you do connects to what they're trying to accomplish. Insight Wins, Not Likability: Relationships and likability are table stakes, not the deal. A hospital executive won't make a high-stakes decision just because they like you — they move for someone who shows them their own problem in a way they hadn't considered. Sell Something vs. Know Something: The shift from showing up as someone who sells something to someone who knows something changes what kind of meeting it even is — from a sales call into a conversation between two people who care about the same problem. Information vs. Context, Made Concrete: "Here's our platform, here's a customer who saw a 15% improvement" is information. "Two of your competitors just expanded service lines, and given your payer mix there's a gap your own reports aren't surfacing" is context — and only one of those is a conversation the executive wants to be in. Confidence, Not Agreement: Getting a healthcare C-suite — CFO on margin, CMO on patients, COO on operational burden — to agree on anything is nearly impossible. Getting the decision maker to feel confident enough to move is solvable, and that's the real job. The Personal Exposure Test: When an executive signs off, their reputation is on the line. They're quietly asking, "Am I going to look smart for choosing this?" Context is what answers that question and lets them put their name on it. Build Context Before the Room: Context is a discipline, not a natural talent — it's homework done before you ever walk in. Most competitors aren't willing to do it, which is exactly why it's such an advantage. 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/

    13 min

  4. Jun 5

    The gap is not where most sales leaders think it is | E.20

    In episode twenty of "Selling to Healthcare," Lisa T. Miller confronts a pattern she keeps hearing from sellers and sales leaders alike. When she describes the mechanics of earning C-suite access — pulling a hospital's Medicare Cost Report, calculating a cost-to-charge ratio, building a one-page margin leak brief — the honest reaction is some version of "I'm not sure my team could actually do that." Lisa argues that feeling is correct, but the gap it points to is structural, not personal — and it's the most valuable territory in healthcare sales. She explains why even the best sales methodologies leave reps short. Challenger, Blue Sheets, and the rest teach a rep to qualify a deal, structure a discovery call, map a buying committee, and handle objections — but none of them teach a seller how to read a Cost Report worksheet or what a CFO is actually looking at when reviewing service line profitability. The result is a rep who is fluent in their product and average in the language of the buyer. Lisa lays out the math the way she sees it: of a thousand reps calling on the same health system, maybe one has actually opened the Cost Report and triangulated it against MedPAR and the IPPS tables before reaching out. That rep gets the meeting — and behind them is a company that decided the work was worth doing. She walks through how to build the competency at the individual level (start with one hospital, write three versions of a one-page brief) and at the company level (hiring filters, graded onboarding, protected calendar time, peer-reviewed briefs). This episode is a direct, practical case for treating hospital financial fluency as a learnable, coachable moat — the thing that turns a sales call into a conversation between two people looking at the same problem from two different seats, and that makes access start coming to you instead of you chasing it. Highlights of this Episode Include: The Gap Is Structural, Not Personal: If your team can't read a Cost Report, that's not a talent problem — it's that no one built the systems, skills, and support to make it possible. Methodologies Aren't Enough: Challenger and Blue Sheets are real skills, but none of them teach a rep the hospital finance that actually matters to a CFO. The Math of Access: Of 1,000 reps on the same health system, ~950 lead with product and maybe 1 has triangulated the Cost Report against MedPAR and IPPS — that's the one who gets the meeting. "I've Never Seen This Before": CFOs who field vendor pitches every week told Lisa they'd never seen her analysis — not because the data was exotic, but because no vendor had ever built it from the public sources sitting in plain sight. Insight Is a Category Competitors Skip: Once you bring real financial analysis, you stop competing on price and product and start competing on insight — a category most rivals never enter. Start With One Cost Report: Pick one hospital in your pipeline, open Worksheet A and C, learn the cost-to-charge ratio, layer in IPPS and MedPAR, and write the brief three times — the building is what teaches you. Make It a Company Strategy: A real moat looks like hiring filters, graded onboarding, protected weekly brief-building time, and comp that rewards depth of analysis over velocity of activity. Read the full article: https://www.selltohospitals.com/p/most-companies-selling-into-hospitals 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 Services & Workshops: https://www.lisatmiller.com/lisa-t-miller-services/ https://fluentinhealthcare.com/ https://healthcaresalesmasterclass.com/

    12 min

  5. May 29 ·  Video

    7 Hidden Data Sources for Selling Into the Hospital C-Suite | E.18

    In this episode, Gavin Lira sits down again with Lisa T. Miller to break down seven free data sources every hospital sales rep should know how to use. Lisa explains how publicly available hospital data can help sales teams prepare better, personalize outreach, understand hospital priorities, and build more relevant conversations with healthcare executives. They cover tools like CMS Hospital Care Compare, Medicare Cost Reports, Leapfrog Hospital Safety Grades, IRS Form 990s, CMS Open Payments, hospital annual reports, strategic plans, state health department data, and certificate of need filings. Lisa also shares how AI tools can make this research much easier by helping reps pull insights from complex databases that used to be hard to access. Throughout the conversation, Lisa gives practical examples of how hospital sales reps can use this data to identify financial pressures, patient safety concerns, readmission challenges, emergency department bottlenecks, payer mix issues, growth opportunities, and future expansion plans. She also showcases a free tool she built to help users quickly look up hospital emergency department performance metrics. This episode is especially helpful for healthcare sales professionals, founders, consultants, and marketers who want to stop using generic pitches and start approaching hospitals with specific, useful, data-backed insights. Episode Resources: Book a call with Lisa: https://calendly.com/lisa_t_miller/30min Closing Stalled Deals Mini-Book: https://www.lisatmiller.com/closing-stalled-deals/ How To work with Lisa: https://www.lisatmiller.com/lisa-t-miller-services/ Lisa's Hospital ED Performance Tool: https://hospital-ed-performance.lovable.app/

    55 min

  6. May 29

    C-Suite Access is Earned | E.19

    In this episode of "Selling to Healthcare," Lisa T. Miller confronts the single most common frustration she hears every week from sales leaders and reps alike — I can't get a meeting with the C-suite. Her answer is one principle that reframes the whole problem: access is earned, it is never expected. The frustration most sellers carry rests on a quiet assumption that outreach should be enough. It won't be, and Lisa argues it shouldn't be. Lisa unpacks why the word "value" has quietly stopped meaning value in healthcare sales. The industry's standard three buckets — reduce cost, increase revenue, reduce risk — are true but generic, and the reflexive move of sending a cold case study now signals that the conversation is about the vendor, not the executive. Hospital executives don't withhold meetings because they're difficult; they withhold them because nothing in the typical pitch moves their priorities forward. She then walks through three of the eight strategies she coaches clients on. The first and most powerful is leading with a unique insight built from the hospital's own data — not a Google stat or an AI summary, but a one-page executive brief that triangulates three public data sets (the Medicare Cost Report/HCRIS, the CMS IPPS Final Rule tables, and MedPAR) to expose margin leakage by DRG. That is not a pitch, it's consulting. The second is publishing original content only you could have written — work a generalist couldn't reproduce in an afternoon — so executives reach out to you. The third is showing up differently in outreach: a thirty-second async video, a no-charge executive briefing, or genuinely asking an executive to edit your thinking. Lisa closes by pointing to Salesforce's early discipline — every meaningful deal involved the CEO — and makes the case that C-suite selling is a layer you add on top of Challenger, MEDDIC, or Miller Heiman, not a replacement. The harder question to sit with isn't why they aren't responding; it's what you've given them that would make a response inevitable. Highlights of this Episode Include: Access Is Earned, Never Expected: Hospital executives don't owe you their time. A thoughtful email or polite voicemail doesn't entitle you to a meeting — and a quiet inbox is feedback, not bad luck. Why "Value" Stopped Meaning Value: Cost, revenue, and risk are true but generic, and a cold case study signals the conversation is about you, not them. When every rep leads with the same proof point, the proof point stops working. Lead With a Unique Insight, Not Your Solution: A real insight is your own thinking applied to their specific hospital, drawing on data the executive hasn't stitched together themselves — the move that separates the rep who gets the meeting from the rep who keeps following up. Build the Brief From Three Public Data Sets: Triangulate the Medicare Cost Report (HCRIS), the CMS IPPS Final Rule tables, and MedPAR to estimate true margin by DRG, isolate implant cost variance, and quantify length-of-stay drag — turning a vendor pitch into a peer-level financial review. First, They're Already Ignoring You: To the fear that giving away a brief means they'll take it and disappear — the downside is zero, because they're already ignoring you. The likelier reaction: if this is what they sent unasked, what would they bring as an advisor? Publish Content Only You Could Write: Not a blog post an AI tool generates in ninety seconds, but real intellectual work a generalist couldn't replicate. The test is simple — could someone produce the same piece in an afternoon? If yes, you haven't built a moat. Show Up Differently in Your Outreach: A thirty-second video, a no-charge executive briefing with no pitch attached, or asking an executive to push back on something you wrote. The through line: you're not asking for access, you're demonstrating value in advance. Layer C-Suite Discipline Onto Your Method: Salesforce closed its early enterprise deals through the CEO — a discipline, not a vanity stat. Keep Challenger, MEDDIC, or Miller Heiman, and add a C-suite layer earned through insight, content, and differentiated outreach. Read the full article: https://www.selltohospitals.com/p/c-suite-access-is-earned 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/

    14 min

  7. May 22

    Why Hospital Buyers Decide Before They Ever Meet You | E.17

    In episode seventeen of "Selling to Healthcare," Lisa T. Miller tackles the most important shift happening in healthcare sales right now — your hospital buyers are making their decisions before they ever talk to you. Lisa unpacks new Dreamdata research showing 81% of the buying cycle now happens before a buyer speaks to a salesperson, and what that means for anyone selling into the densest, longest, most self-directed environment in B2B. She walks through what 88 touchpoints actually look like inside a hospital, the seven converging pressures hospital leaders are carrying right now, and why the "build a content engine" prescription is quietly failing across healthcare technology, devices, and services. The factory optimizes for output, not impact — and none of it consistently shows up in pipeline. Lisa then opens up the layer almost no commercial team is measuring: what your buyers are asking ChatGPT, Claude, Perplexity, and Gemini about you. She explains why AI search is structurally different from SEO, how citations behave differently across engines, and lays out her reverse-audit-build sequence for figuring out whether your name shows up in the most important sixty seconds of your buying cycle. This episode offers a practical playbook for healthcare commercial teams who want to stop operating as if the funnel begins at the form fill — and start owning the new front of the buying cycle, which begins at the prompt. Highlights of this Episode Include: The Decision Is Already Formed: 81% of the buying cycle now happens before a buyer talks to a salesperson, up from 70% last year — by the time your CFO takes the call, the conversation is closer to the middle, often the end. The New Benchmarks: 88 touchpoints, 4 channels, 10 stakeholders, and 272 days from first impression to closed deal — nine months of you not being in the room. Audit the Version of You in Their Heads: Stakeholders gather information independently and arrive with conclusions already formed — most sellers have no idea what version of them lives in the buyer's mind because they've never audited it. Seven Pressures Converging at Once: Margins, the CMS TEAM model, the HCAHPS overhaul, workforce shortages, cybersecurity exposure, AI adoption pressure, and site of service economics — each a board-level conversation, all juggled simultaneously. Why the Content Engine Model Fails: The factory optimizes for output, not impact — cadence and pieces-per-quarter look good on dashboards but don't show up in pipeline. The most expensive mistake is producing material no hospital leader actually needs. Content That Compounds: Three qualities separate it from content that disappears — it speaks at peer level, it carries a point of view, and it builds infrastructure rather than calendar fill. The Question No One Is Auditing: Your buyers are asking AI to do the research for them — 32% use generative AI as much as traditional search, and Gartner projects 90% of B2B buying tasks will be AI-handled by 2028. Why AI Search Isn't SEO: There are no ten blue links — one synthesized answer with 4 to 7 cited sources, no page two. Citations behave differently across engines, and recognition and source authority are two separate battles. Reverse, Then Audit, Then Build: Reverse-engineer a 50–100 prompt set grouped by buyer role, buying stage, and triggering pressure; run it across all engines in clean conditions; score every answer on recognition, source authority, and narrative accuracy. Three Things to Do This Week: Run the Stakeholder Mirror Test on your last three closed-lost deals, write one piece no competitor could have written, and build one reusable piece of infrastructure that travels without you in the room. Read the full article: https://www.selltohospitals.com/p/why-hospital-buyers-decide-before 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 and Services: https://www.lisatmiller.com/c-level-selling/ https://www.lisatmiller.com/value-selling-training/ https://www.lisatmiller.com/lisa-t-miller-services/   https://fluentinhealthcare.com/ https://healthcaresalesmasterclass.com/

    22 min

  8. May 15

    The Psychology and Strategy of Executive Buying Decisions | E.16

    In episode sixteen of "Selling to Healthcare," Lisa T. Miller takes on one of the most persistent myths in modern B2B sales — the idea that executives can no longer make meaningful buying decisions without full committee consensus. Drawing on behavioral economics, neuroscience, and real-world case studies, Lisa explains what actually drives the final yes and why the brands that win in healthcare aren't the loudest or the most feature-rich, but the most trusted. She unpacks the psychology behind executive decisions — from the powerful role of emotion and personal value, to Kahneman's Prospect Theory and the risk-aversion that quietly shapes every C-Suite choice. Lisa makes the case that B2B buying is far more emotional than B2C, and that fear of professional risk is often a stronger motivator than the promise of a better outcome. Lisa then walks through the five-stage architecture of the modern executive buying journey, sharing the data sellers need to understand: most purchase requirements are defined before vendors are ever contacted, peer networks dominate shortlist creation, buying committees have ballooned to 10+ people, and 86% of B2B purchases stall somewhere along the way. She illustrates how the committee builds awareness while the executive still decides — using the Merck/IBM story, where a single CEO-to-CEO conversation overturned a fully-aligned committee recommendation. This episode offers healthcare sales professionals a clear-eyed playbook for selling to deciders, not just committees — by winning the emotional argument first, reframing the cost of inaction, investing in thought leadership long before the formal evaluation begins, and giving executives the clarity, evidence, and strategic insight to use their authority well. Highlights of this Episode Include: The Myth of the Rational Executive: B2B brands drive stronger emotional connections than B2C brands — because the professional stakes of a bad business purchase are enormous, executives won't commit without trust and emotional buy-in. Personal Value Beats Business Value: Buyers who see personal value are 71% more likely to buy and 8x more likely to pay a premium — only 14% will pay a premium for business value alone. The Kahneman Effect: Executives are more motivated to avoid loss than to acquire gain — the most effective sales narratives lead with the cost of inaction, not the benefits of action. The Invisible Buying Journey: 83% of buyers have mostly or fully defined their purchase requirements before they ever speak with sales — by the time you're invited in, the shortlist is often already formed. Peer Networks Build the Shortlist: 73% of B2B executives rank word-of-mouth and peer recommendations as the most influential factor in deciding which vendors to consider — social proof outperforms any vendor demo. The Committee Informs, the Executive Decides: The Merck/IBM story shows how a unanimous committee recommendation was overturned by a single CEO-to-CEO conversation — authority still exists, it's just less visible. Consensus Often Masks Risk-Aversion: Buying committees that have grown to 11, 12, or 15 people aren't larger because decisions got more complex — they're larger because willingness to own the tradeoff got smaller. The Two-Stage Brain: Decisions are made emotionally in the amygdala and justified rationally in the prefrontal cortex — if you haven't won the emotional argument, no amount of ROI data will close the deal. Thought Leadership Shapes Decisions Months in Advance: Effective thought leadership engages the 95% of buyers who aren't actively in-market, reframing assumptions and shaping decisions long before the formal evaluation begins. Sell to Deciders, Not Just Committees: The work isn't to assemble a coalition large enough to remove all friction — it's to give the executive who already has authority the clarity and strategic insight to use it well. Read the full articles: https://www.selltohospitals.com/p/the-psychology-and-strategy-of-executive https://x.com/Lisa_T_Miller/status/2053466790831743176 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 Services & Workshops: https://www.lisatmiller.com/lisa-t-miller-services https://www.lisatmiller.com/value-selling-training https://www.lisatmiller.com/value-selling

    19 min
See All (23)

Ratings & Reviews

5
out of 5
2 Ratings

About

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 $200 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
    23
  • 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