Imagine the long list of technical product portfolios, strict regulations, and long sales cycles. Marketing in the healthcare and medtech industry is complex by definition.
But despite that complexity, your message always needs to be precise. Buyers are responsible for decisions that directly impact patient care, and they expect sellers to deliver accurate information at every stage of the customer journey. Purchase decisions often involve multiple stakeholders, and your messaging needs to resonate with everyone from surgeons to procurement to get deals done.
Healthcare and medtech sales cycles are typically longer than in other industries. You need to develop messaging that helps speed up that process, and you need sales teams to deliver those messages effectively at every moment. With marketers under increasing pressure to prove revenue impact, you can’t afford to let deals fade away.
As a marketing leader, it’s up to you and your team to ensure precise messaging lands in sales conversations. You need a GTM performance system to build trust between sales and marketing and bring high-stakes deals over the finish line.
Create messaging for every stakeholder
Few marketers have to develop sales messaging for as many buyer personas as in healthcare and medtech. Multiple stakeholders are involved in purchase decisions, and the deal can’t move forward until everyone is on board. In a single meeting, sellers might have to alternate between messaging that resonates with clinical leaders, value analysis committees (VACs), and integrated delivery networks (IDNs).
To help sellers prepare, you need to provide marketing materials that address a wide range of pain points and priorities. Clinical leaders expect to see case studies and trial data showing how products improve patient outcomes or allow their teams to work more efficiently. Procurement requires a cost-focused narrative with messaging around the economic benefits. No matter who they’re talking to, your sellers need to find and use the content that will keep deals moving and drive revenue.
When you’re dealing with multiple decision-makers, personalization is essential. Buyers look for customized experiences with content and messaging that address their specific concerns. However, personalization can come at a cost if you don’t manage it correctly. If sellers create their own content without involving marketing, it risks non-compliance and the reputational damage that comes with it. A GTM performance system centralizes governance and simplifies access to marketing-approved content templates.
Influence long sales cycles
Even when you’ve provided marketing assets for every stakeholder, it doesn’t mean messaging will land in sales conversations. For clinical reps supporting surgeons in the operating room, delivering the right message at the right moment is particularly challenging. Sellers need instant access to relevant resources and insights in order to promote products under pressure.
Influencing sales conversations is even harder when collaborating with channel partners and field reps. You have limited visibility into how sellers deploy assets during sales conversations, and feedback is rare. By bringing everyone into a GTM performance system, external reps gain access to the same content, tools, and training as the internal sales team. Your win rates will increase as everyone delivers the same message, and that gives you clear data to demonstrate marketing’s value.
Medtech purchase decisions often take several months, so messaging can’t be static. You need to arm sellers with content that educates and builds trust, and allow them to adapt materials throughout the sales cycle. A unified system ensures your sellers only use up-to-date, approved content in customer conversations.
Cut through the complexity with a GTM performance system
Marketing leaders need to cut through the complexity and support sellers through long sales cycles. Rather than giving sellers access to a content library and hoping for the best, marketers should stay involved as deals progress and help sellers personalize key assets without risking compliance issues.
A GTM performance system ensures that marketing’s messaging and compliant content threads through every sales conversation. Effective content management allows you to scale control across your libraries and make it easy for sellers to find compliant assets. If they’re not sure what to use or how to personalize it, they can lean on agentic AI for guidance in real time. That combination makes every seller more effective, leading to stronger win rates and increased revenues.
Sales enablement is the heart of the GTM performance system. Always-on AI coaching and AI role play allow sellers to put theory into practice by simulating real-world sales scenarios with objections specific to the medtech industry. Instant, objective feedback helps reps refine their performance and enter conversations confident that their message will land.
Before, during, and after every opportunity, analytics help you connect the dots from content to execution and outcomes. You can finally see how your marketing efforts drive revenue and present objective data to your executive peers.
Collaboration wins deals
As technology improves, medical products and devices will only get more complicated. Sellers need all the help they can get to deliver precise messaging to different buyer personas in increasingly complex sales scenarios.
Are you overwhelmed by the complexity of creating marketing materials that win healthcare and medtech deals? Read our new eBook on how to build a GTM performance system with Highspot: Marketing That Wins Deals: How Future-Ready GTM Teams Drive Pipeline and Revenue Impact.
