Program Overview
This comprehensive course equips sales and marketing professionals with the essential knowledge and skills required to successfully navigate and sell into the In-Vitro Diagnostics (IVD) industry. It covers the unique purchase processes of hospitals, diagnostic labs, and government institutions, including tender-based and GeM procurement. Participants will gain deep insights into stakeholder roles, specification drafting, technical demos, negotiation tactics, and post-sale service models. The course also sharpens critical soft skills such as probing, objection handling, negotiation, and closing—tailored specifically to the complex and compliance-driven IVD market landscape.
Features
- Understand the end-to-end buying process in hospitals, labs, and government institutions
- Navigate GeM and tender-based government procurement frameworks effectively
- Apply proven negotiation, objection handling, and closing techniques in IVD sales
- Align sales efforts with technical, clinical, and commercial stakeholder expectations
Target audiences
- Sales Representatives in the IVD or MedTech sector
- Key Account Managers
- Business Development Managers
- Channel/Distribution Managers
Curriculum
- 9 Sections
- 52 Lessons
- 2 Days
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- IVD Industry Purchase Process Overview9
- 1.1Overview of IVD market dynamics: Equipment, reagents, services
- 1.2CapEx vs OpEx models in diagnostics
- 1.3Stakeholder landscape in hospital/lab settings vs. government institutions
- 1.4Breakdown of decision-making in private labs, hospital chains, and government procurement bodies
- 1.5Real-life case: How test demand spikes or regulatory mandates trigger purchases
- 1.6Real-life case: Sample purchasing cycle for an automated immunoassay analyzer in a 300-bed hospital
- 1.7Case study: How Tamil Nadu Medical Services Corporation (TNMSC) ran a successful tender for COVID test kits
- 1.8Stakeholder mapping exercise: Map buyer personas across hospital and public sector deals
- 1.9Group discussion: Identify roadblocks in each purchase scenario
- Private Hospital & Lab Procurement8
- 2.1Internal buying process from need identification to commissioning
- 2.2Evaluation parameters: Throughput, cost per test, digital integration
- 2.3Sample approval flow involving lab heads, finance, and senior management
- 2.4Common delays and compliance hurdles in private setups
- 2.5Demonstration feedback from a Tier-1 diagnostic chain
- 2.6Real negotiation deal: Inclusion of 2-year AMC & reagent bundle post-trial success
- 2.7Simulation: Run a mock sales pitch and navigate stakeholder objections
- 2.8Team challenge: Draft a vendor evaluation matrix
- Government Healthcare Procurement & Tendering Process8
- 3.1Central vs State procurement: ICMR, NHM, CGHS, UPMSC, etc.
- 3.2Tendering workflow and compliance documentation
- 3.3Real government bid timelines, criteria, and challenges
- 3.4Insights into pre-bid queries, L1 pricing strategy, delivery penalties
- 3.5Sample tender document walk-through (COVID RT-PCR kits)
- 3.6Case study: Lost tender due to non-technical compliance; what went wrong?
- 3.7Mock tender response: Evaluate and respond to a dummy RFP
- 3.8Role-play: Pre-bid clarification session with procurement authority
- Selling Through Government e-Marketplace7
- 4.1GeM basics: Product listing, pricing thresholds, procurement routes
- 4.2Differences between direct purchase, L1 buying, and bidding
- 4.3Workflow integration for digital invoicing and order fulfillment
- 4.4Success story: Small IVD firm securing ₹1 Cr in GeM orders over 6 months
- 4.5Common pitfalls in registration and pricing compliance
- 4.6Hands-on simulation: Search, compare, and position your IVD product on GeM
- 4.7Group task: Draft a GeM pitch pack
- Sales & Marketing Strategy for IVD Products8
- 5.1Channel vs Direct Sales vs KAM
- 5.2Product lifecycle marketing: Reagent rental, service tie-ins
- 5.3Regional vs metro buying behavior
- 5.4Role of clinical influence (pathologists, KOLs) in the decision-making process
- 5.5CME-led demand generation for a coagulation analyzer
- 5.6Distributor-driven rural market activation case
- 5.7Group brainstorm: Design a territory launch plan
- 5.8Role play: Engage a KOL and pitch value proposition
- Advanced Selling Skills – Negotiation Skills3
- Advanced Selling Skills – Objection Handling Skills3
- Advanced Selling Skills – Probing Skills3
- Advanced Selling Skills – Closing Skills3
Instructor
