For UK MedTech companies
Forty trusts on your books, but most are using you in one department
Existing NHS accounts that already trust your device represent a faster, cheaper growth path than new acquisition, yet most medtech teams have no systematic way to identify or pursue that expansion.
Two minutes. Solva follows up with specific account expansion options.
- Sales teams primarily engaging with a single department or clinical lead within a trust, despite broader applicability of their products
- Limited understanding of the full organisational structure, budget cycles, and clinical priorities across different departments within an NHS trust
- Absence of a clear account plan detailing expansion opportunities, clinical champions, and engagement strategies beyond initial product adoption
- Competitors gaining traction in adjacent departments within existing accounts due to a lack of proactive engagement
- Inefficient resource allocation as sales teams chase new, often harder-to-convert leads while neglecting warm prospects
- Missed opportunities for collaborative innovation and co-development with NHS partners
- Stagnant or declining revenue growth from established client bases, impacting overall company profitability
- Higher customer acquisition costs (CAC) due to over-reliance on new business development
- Perception of the MedTech company as a transactional vendor rather than a strategic partner within the NHS
- Risk of being overlooked for future tenders or innovation partnerships due to limited engagement
- MedTech companies often prioritize new client acquisition over nurturing existing relationships, leading to a reactive rather than proactive approach to account development.
- This is compounded by a lack of structured key account management frameworks, insufficient training for sales teams on identifying and leveraging cross-selling opportunities, and a failure to integrate clinical insights with commercial strategies to unlock deeper engagement within NHS trusts.
- The focus on short-term sales targets can overshadow the long-term value of strategic account growth.
No verified UK data available
Source: No verified UK data available
How to fix it
Implement a key account management programme for your top 20 NHS accounts. Map current usage against total addressable opportunity within each trust. Identify clinical champions in adjacent departments. Set account growth targets and review quarterly.
Frequently asked questions
Why does this problem persist?
MedTech companies often focus entirely on new account acquisition and neglect the significant revenue opportunity within existing customers. A trust using a device in one specialty is a warm prospect for adjacent specialties, additional indications, or higher-volume use. Without a structured account development programme, this opportunity is left to chance.
What is the cost of leaving it unaddressed?
No verified UK data available
This is exactly what I do with UK private practices. Answer the few questions above and I'll come back personally with where to start. Paul.