Marketing to Multiple Stakeholders

I've always thought medical device purchasing has something in common with buying a house: one person's enthusiasm isn't enough. You may have a strong clinical champion, but they're rarely making the decision alone. Other stakeholders are evaluating your product through very different lenses.

The clinician may be asking: Will this improve patient outcomes, make my workflow easier, or help us keep pace with leading clinicians and institutions?

The Value Analysis Committee and procurement may be asking: What does switching introduce in cost, complexity, supply chain, training, or risk? Is the economic case strong enough to justify the change?

Two things to consider building into your marketing strategy:

1. Map everyone who can say no.
Don’t stop at the clinical champion. Identify the other stakeholders involved in adoption. Build a simple persona for each: what matters to them, what concerns them, and what they need to see before they can support the decision.

2. Give your champion a case they can carry into the room.
Make it easy for them to advocate internally. Give them the evidence, answers to likely objections, and the financial or operational rationale they’ll need to make the case to other stakeholders.

When you’re building your go-to-market strategy, make sure you’re marketing to everyone in the room.