The ideal entry point represents the person most likely to carry your solution through to implementation, and it’s typically a clinical or business champion, like a physician or director. They’re the people you want to start with from the outset, rather than a close contact down the chain or in the wrong department who you hope can get you to the right person eventually.

Defining a process, and then replicating it, isn’t always easy. In healthcare sales, the winning recipe is likely more straightforward than you might think.

There’s an adage in digital health sales that you have to buy your first couple of customers in the absence of any evidence. But don’t just give your product away.