Table of Contents

I. State of the Industry

 A. Current overview

 B. Competitive landscape

II. Why Physicians and Hospitals Make Buying Decisions

 A. Professional reasons

 B. Personal reasons

 C. Industry-specific reasons

III. Demographic and Psychological Profile of Decision Makers

 A. Personality profiles

 B. Types of people they identify with

 C. Motivations to purchase

IV. Approval Processes & Procedures

 A. Who needs to be involved in the decision

 B. Bringing all decision-makers to the table

 C. Increasing sales within existing account

V. Financial Issues

 A. Budget cycles

 B. Payment types and terms

  1. financing and credit

  2. grants

  3. price points and discounts

  4. guarantees

  5. trial periods

VI. Marketing & Sales Strategy

 A. Types of advertising doctors & hospitals respond to

 B. Testimonials and peer recommendation

 C. Where to find fresh prospects

 D. How to approach prospects in effective ways

 E. Using the Two-Minute Drill

 F. Building trust before, during and after the sale

VII. Challenges And Ways To Overcome Them