Healthcare products have been in a surge since the onset of COVID-19. Most businesses find this domain as prospering in comparison to others. But, the cycle does not end by just creating healthcare products. 

The most prominent part is to identify the right key decision-makers who can buy this product.

Finding and targeting the right decision-maker is important as it involves a lot of costs, time, effort, and other decisions that might take a toll on your business.

Next comes preparing the right hospital sales pitch so you position your product to them correctly. According to a Hospital Decision Makers Study, physicians are the prime influencers and list of hospital decision makers.

They make all the significant decisions around purchasing, eliminating, or recommending healthcare products. 

To select the right target, you need to have good leads, set up appointments, and then smartly pitch your product to them for a successful deal.

The key lies in finding people who will be happy to receive your solutions. 

who makes purchasing decisions for hospitals

The individuals responsible for making purchasing decisions for hospitals are typically a team of professionals comprising of hospital administrators, procurement managers, and medical staff. These decision-makers carefully evaluate and consider various factors such as the hospital’s budget, patient needs, quality of products, and supplier reliability.

They collaborate closely with clinicians, doctors, and nurses to ensure that the purchased equipment, supplies, and services meet the highest standards of patient care and safety. Additionally, they may also consult with experts in the field, conduct market research, and negotiate contracts with suppliers to secure the best value for the hospital.

Identifying Key Hospital Decision Makers 

Physicians also hold a strong voice among the hospital decision makers.

It often leads to not having words with hospital members and most board members, thus steering you towards other influencers apart from the prime decision-makers in hospitals falling under the hierarchy.

Decision makers in hospitals make decisions on purchasing, partnerships, and other strategic activities.

Also, it is difficult to win the executives’ decision in favor without developing relationships with KOLs and POCs to advocate on your behalf.

KOLs are those leaders to inform strategies and execution. Decision-makers are the contacts that need to be swayed with the hospital sales pitch.

These decision-makers are also the budget holders. And, the executive of the hospital holds titles like CEO, CCO, CMO, and many more.

A staffing firm in a hospital has a Chief Operating Officer (COO)- responsible for CIO recruiting and training Internal leaders and staff.

The hospitals have Chief Information Officer (CIO) with whom Software and Technology vendors can relate and Chief Information Security Officers (CISO) who oversee hospital data security.

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Today, let’s cover all the key list of hospital decision makers to whom we can sell healthcare products:

Board Members

Board members are the ones who make decisions in hospitals, take part in the governance of hospitals, in agreement with their related goals, mission, and vision.

The board members decide the standard of patient care as well as the financial health of the organization.

They accept strategic plans of action, developed mainly by monitoring, implementation, and the whole management of the hospital.


Hospital executives are the ones who manage day-to-day activities, operations and develop strategic plans for the long-term prosperity of the hospital.

Healthcare-related sales reps may need a little good understanding of these executives before they pitch.

Gaining the respect and trust of these executives is yet another aspect to sell healthcare products to the member of the hospital executive’s team.

These C-level executives in the hospital are:

  • Chief Medical Officers (CMO)

Oversees facility’s care delivery and explores facilitate and coordinate for patient care. Their majority of work revolves around developing and implementing cost-effective strategies to improve clinical performance.

  • Chief Clinical Officer (CCO)

An emerging executive role who has the responsibility for managing and overseeing patient care services. They assure that the quality of care is of standard and administered effectively across the hospital.

  • Chief Experience Officer (CEO)

These executives are tasked with improving communication and interaction between patients and healthcare workers. They provide tools, services, resources, and support helping employees and medical staff deliver positive patient experiences.

Departmental Heads And Directors

The departmental heads and the directors synchronize with the executive leaders, administrators, and board members to supervise the functioning of particular departments in the hospital. The departments in a hospital include the following:-

  • Support services

Includes transportation, housekeeping, and maintenance services.

  • Informational services

Consists of billing, recording, and collecting information.

  • Diagnostic services

Includes medicines that are required in emergency cases, medical laboratories, and imaging.

  • Therapeutic services

This section consists of social services, medical psychology, and physical therapy.


Administrators serve as one of the key decision makers in healthcare hospitals. 

They look after the operation that goes on in the hospital, each and every day. Either they serve as departmental specialists and monitor specific departments like human resources, accounting, and marketing or they serve as an all-rounder who gets to manage all the departments that are working inside a hospital.

They are mainly assigned to take charge of the finance and budgeting and initiate the procedures in a hospital and also layout its policies.

Thus, one can easily understand the significant role of the administrators as the decision-making body of a hospital.

Two main causes that lead the administrators of a hospital to purchase new equipment are as follows:-

  1. First, when they decide to buy new hospital equipment when they need to replace the old and outdated ones.
  2. And second, they also decide to purchase new equipment when the users request them to.


As already stated before, physicians are a part of the members who take decisions in hospitals.

Various service providers, including therapists and nurses, serve as relevant and as well as valuable targets for marketing because, practically, they are the first ones to put forward a request or recommend new tools and solutions for patients, to furnish better care in hospitals.


What Do Research And Studies Have To Say?

In a research study which was conducted by ThinkInsights, they wanted to know about how the administrators in hospitals make decisions for purchasing goods.

They wanted to know what were the digital resources trigger the administrators of a hospital to purchase things, and they found out that, they were:-

  • Online video
  • Search content
  • Web content
  • Devices such as tablets and mobiles
  • Peers
  • Vendor sales reps

They also worked with HIMSS Analytics to find out who does the main research when they want to purchase things and what resources they use while resourcing. 

Almost 749 hospital decision-makers were surveyed and 4 product areas were focussed. They were:-

  • Surgical equipment
  • EHR (Electronic Health Records)
  • Medical devices and implants
  • Equipment used for imaging, such as PACS, MRI, CT, and Ultrasound)

After heavy research and study, they found out that:-

  1. The buyers of a hospital maintain the balance between the quality of care that is provided and the purchase economics. Almost half are searching for lower costs and three out of five are the key decision-makers in hospitals, who look for purchasing only those equipment that improves the quality of the care given.
  2. 71% of the total population initiates the decision for purchasing equipment when most of them are either outdated or need a replacement. 42% of them are done on requests from users.
  3. Nearly 43% of total purchasing is done every 6 months to keep everything updated and relevant. EHRs and Imaging equipment comparatively have longer cycles of sales than medical and surgical devices.
  4. Members who make decisions in hospitals mainly comprises of:
  • Physician
  • Director of IT
  • Radiology director
  • CEO
  • CFO
  • Director of materials management
  • Director of perioperative
  • OR Director
  • Administration
  • Medical director
  • Director of surgical services
  • Director of imaging
  1. More than half of the administrators in hospitals go online to find out new equipment and vendors. The following resources are used when they decide to purchase equipment.
  • Online resources
  • Direct contact with sales and vendor
  • Professional conference or society
  • Group Purchasing Organization (GPO)
  • Internal resources
  • Recommendations made by colleagues
  1. All the buyers like to see the actions of the equipment:-
  • Each and every study participant likes to see descriptions of their products in online videos.
  • 63% of the total crowd prefer watching the performance of their product
  • 68% like to compare products

Hence, if you have a product or provide service to a hospital, or if you want to sell your products to them, look for a trustworthy company, that would be more than ready to help.

Kindly ensure that they have a thorough understanding of the healthcare world and the process of decision-making in the hospitals. 

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