The Challenge
Medical device approvals have transformed from a 2-week doctor-driven process to a complex 12-18 month gauntlet through sophisticated Value Analysis Committees (VACs). With healthcare consolidation creating massive health systems and 75% of physicians now employed rather than independent, the old playbook of “sell to the doctor and they will get it approved” no longer works.
Key Insights
- New Reality: Health systems now average 8+ hospitals under centralized VACs with 11+ departments involved in approval decisions
- New Champions: VPs of Service Lines have replaced physicians as the main decision-makers who get products approved
- New Requirements: Success demands both clinical AND business cases, not just clinical superiority
The Solution
Mark reveals his proven framework for navigating modern healthcare sales:
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