With hospital leaders laser focused on caring for their
communities as the COVID-19 pandemic takes hold, they have little to no time or
capacity to field sales calls or take meetings with vendors. Many hospitals,
too, are restricting access to their facilities to anyone other than physicians,
staff and patients. For companies whose prospective clients are primarily
hospitals or other health care entities or providers, this can feel like a fatal
blow to their sales and business development goals.
We are strongly encouraging our B2B health care clients to
use this time to:
- Solidify organizational infrastructure.
- Establish and hone core value propositions.
- Develop thought leadership content and
compelling marketing messages.
Nothing will be the same in a post-COVID-19 world, and the
health care industry is no exception. Indeed, it may undergo the most radical
transformation of all.
financially fragile, hospitals may be even further cash-strapped after
COVID-19. This could cause them to reevaluate all third-party vendors, products
and services to demand a cost-benefit accounting and demonstrated commitment to
helping them achieve value.
Anticipating this future and laying the groundwork in messaging
and content now are key. Not all B2B health care companies will survive this
unprecedented turn of events. The smartest ones will double down on developing
thoughtful content that can be deployed when appropriate.