Borrowed Pen

Committees almost always make purchasing decisions in healthcare. Even when one physician champions your device, multiple stakeholders weigh in before a contract is signed.

You may want to know how potential clients choose an attorney, why prospects hesitate to contact your firm, or how your reputation compares to competitors. Those answers rarely appear in analytics dashboards or SEO tools. They come from people.

Competitors in the industrial market are not comparable brands with a different logo, like in consumer markets. Your competitors have alternative process approaches, incumbent vendors with decades of relationships, low-cost imports, vertically integrated players, and “good enough” substitutes that your buyer can justify to procurement. It’s a lot, and you need to know it all.