Forty trusts on your books, but most are using you in one department

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.

• 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

• 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

What it looks like in practice

• 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