Communicating value to non-clinical buyers.
By Brian Sullivan
Imagine this: You’re in the middle of a pitch with a non-clinical buyer – let’s say a hospital administrator – and you’re explaining your product. You’re dropping phrases like “angioplasty-ready catheterization” or “end-to-end biocompatible coatings” like they’re part of everyday conversation. You pause for a reaction, and what do you get? A polite nod, maybe even a squint, but no sign they’re catching what you’re throwing.
Welcome to the world of selling medical products to non-clinical buyers – a world where you’re essentially translating hieroglyphics without a Rosetta Stone. If you’ve ever wondered why some buyers just don’t “get it,” the problem might not be them – it might be your message. Don’t worry, though. This is fixable, and mastering this skill will not only boost your close rates but also make you look like a genius who can bridge the clinical and business worlds.
Let’s break this down.
STEP 1: Remember,
You’re Talking to Humans, Not Machines
It’s easy to forget that not everyone speaks “medspeak.” While clinicians might geek out over your product’s clinical trials and triple-blinded studies, non-clinical buyers are wired differently. They care about bottom lines, efficiency, and patient outcomes – but in plain English. For them, a phrase like “adaptive photon sensitivity” might as well be a line from a sci-fi movie.
Translation tip: Instead of saying, “Our device utilizes a high-frequency impedance algorithm,” try, “This device reduces errors and speeds up patient diagnosis.”
Boom. Simpler, clearer, and far more appealing to someone who’s thinking about budgets, not textbooks.
STEP 2: Paint a Picture, Don’t Build a Puzzle
Ever try explaining your product and watch someone’s eyes glaze over like they’re stuck in a Sudoku puzzle? Yeah, that’s the moment you’ve lost them. Non-clinical buyers don’t need every single detail of your product’s inner workings – they need to understand the why and how it helps.
Use stories and examples to bring your product to life. Instead of overwhelming them with specs, tell them how a similar client solved a real-world problem. Think of it as selling the solution, not the science experiment.
Example: Instead of saying, “This product improves aseptic technique by 28%,” say, “This solution prevents contamination, ensuring fewer infections and shorter hospital stays for patients.”
STEP 3: Swap the Jargon for Value
Here’s the hard truth: using jargon doesn’t make you sound smarter – it just makes you harder to understand. The more accessible your language, the more confident your buyer will feel about saying “yes.” Jargon creates distance; clarity builds trust.
Jargon Detox Example:
Before: “Our equipment leverages bioactive polymers for antimicrobial efficacy.”
After: “Our equipment stops germs, keeping patients safer.”
Pro tip: If you’re not sure whether your pitch is clear, try it out on someone outside the industry. If they look confused, it’s time to simplify.
STEP 4: Tailor the Message to the Buyer
Every buyer sees the world through their own lens. For non-clinical buyers, that lens often revolves around financials, operations, and risk management. So, while your product’s revolutionary mechanism might be impressive, what they care about is how it impacts their day-to-day.
For example:
To a CFO: Focus on ROI. “This product reduces readmissions, saving your hospital $300,000 a year.”
To an Operations Manager: Highlight efficiency. “You can sterilize twice as many instruments in half the time.”
To a Patient Experience Coordinator: Emphasize outcomes. “Patients recover faster and leave better reviews.”
It’s not about dumbing things down – it’s about meeting people where they are.
STEP 5: Read the Room (and the Zoom)
Selling is as much about reading body language as it is about delivering your message. If you see someone furrowing their brow, leaning back, or – heaven forbid – checking their watch, it’s time to pivot. Ask questions like, “Does that make sense?” or “Would you like me to go into more detail on this point?” This gives them a chance to guide the conversation and keeps you from drowning them in irrelevant details.
STEP 6: Confidence + Clarity = Credibility
Here’s the kicker: simplifying your message doesn’t make you look unprepared – it makes you look like a pro. Buyers trust salespeople who can distill complex ideas into actionable insights. It shows you know your product inside and out, and you understand what matters to them.
Remember, when a buyer can clearly see the value, they’re far more likely to sign on the dotted line.
The Big Takeaway
Selling medical products to non-clinical buyers isn’t about translating every feature into layman’s terms – it’s about connecting the dots between what your product does and what your buyer values. When you ditch the jargon, focus on outcomes, and tailor your message, you transform from a “salesperson” into a trusted advisor.
So, the next time you’re pitching to a non-clinical audience, don’t overcomplicate it. Speak their language, make it simple, and watch as your clarity becomes your superpower. And hey, if you ever slip back into “clinical mode,” just remember: nobody ever bought a product because they were impressed by big words.
Now go out there and simplify your way to success. You’ve got this!