Over the years, many med device companies have pursued a “whole house” strategy in order to increase sales within their hospital install base. We’ve seen the approach fail more fail more often than not because it usually comes across as all about the manufacturer, not about what’s best for the customer.
What device companies essentially say: Buy everything for a care area (say the ICU) from us, and you’ll have maximum interconnectivity that will improve work flow and patient care. And you’ll reduce demand on the your IT department. And by dealing with only one vendor, Purchasing will save time and money.
What hospitals hear: You’re purposely designing your devices to not “talk” to competitor products in order to lock them out. How does that help us? It feels like you’re manipulating us into buying everything for our ICU from you. We’d rather buy “best of breed” and work with companies that enable connectivity with other brands.
And therein lies the golden opportunity: Flip it.
What if instead, you told hospital customers that you recognize they can’t buy everything for their ICU from you, and they probably shouldn’t. In fact, you purposely designed your devices to work well with competitor products.
Note how much more customer-centric this presentation is. And it still lets you offer meaningful clinical and financial advantages from buying multiple devices from you, without triggering perceptions that you’re being manipulative and greedy. Because you’re not.