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Selling to Healthcare with Lisa T. Miller

Selling to Healthcare with Lisa T. Miller

Written by: Lisa T. Miller
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Selling to Healthcare with Lisa T. Miller: Transforming Transactions into Partnerships Join Lisa T. Miller, a renowned healthcare sales innovator responsible for generating over $200 million in revenue, as she unveils her groundbreaking approach: transforming traditional sales into meaningful partnerships built on exceptional service. In this insightful five-part series, Lisa leverages her 30+ years of hands-on expertise to guide you through the complex and rapidly evolving healthcare landscape. Each episode delivers practical strategies, real-world case studies, and proven tactics to enhance your effectiveness, deepen client relationships, and drive impactful results in healthcare sales. Here's what makes "Selling to Healthcare" essential listening: Proven Expertise: Go beyond theory and explore tangible, actionable advice drawn directly from Lisa's extensive experience closing significant deals across healthcare settings. Service-Centric Strategies: Learn how adopting a service-first philosophy can dramatically increase your value, credibility, and long-term success with healthcare decision-makers. Insights into Decision-Makers: Gain deep insights into the mindset of healthcare leaders, understanding how to anticipate their needs and effectively address their priorities. Mastering Complexity: Navigate the complexities of healthcare regulations, diverse stakeholders, and institutional processes with confidence and clarity. Building Trust: Discover Lisa's blueprint for establishing authentic, trust-based partnerships that lead to sustained growth and mutual success. Whether you're an experienced healthcare sales professional aiming to sharpen your skills or a newcomer eager to stand out, "Selling to Healthcare" provides the essential tools, proven methodologies, and powerful insights you need to excel. Tune in with Lisa T. Miller to redefine your approach to healthcare sales, transforming transactional interactions into lasting partnerships that positively impact the healthcare industry.Selling To Healthcare with Lisa T. Miller © 2024 | https://www.lisatmiller.com Economics Marketing Marketing & Sales Politics & Government
Episodes
  • 7 Hidden Data Sources for Selling Into the Hospital C-Suite

    7 Hidden Data Sources for Selling Into the Hospital C-Suite
    May 23 2026

    In this episode, Gavin Lira sits down again with Lisa T. Miller to break down seven free data sources every hospital sales rep should know how to use. Lisa explains how publicly available hospital data can help sales teams prepare better, personalize outreach, understand hospital priorities, and build more relevant conversations with healthcare executives.

    They cover tools like CMS Hospital Care Compare, Medicare Cost Reports, Leapfrog Hospital Safety Grades, IRS Form 990s, CMS Open Payments, hospital annual reports, strategic plans, state health department data, and certificate of need filings. Lisa also shares how AI tools can make this research much easier by helping reps pull insights from complex databases that used to be hard to access.

    Throughout the conversation, Lisa gives practical examples of how hospital sales reps can use this data to identify financial pressures, patient safety concerns, readmission challenges, emergency department bottlenecks, payer mix issues, growth opportunities, and future expansion plans. She also showcases a free tool she built to help users quickly look up hospital emergency department performance metrics.

    This episode is especially helpful for healthcare sales professionals, founders, consultants, and marketers who want to stop using generic pitches and start approaching hospitals with specific, useful, data-backed insights.

    Episode Resources:

    Book a call with Lisa: https://calendly.com/lisa_t_miller/30min

    Closing Stalled Deals Mini-Book: https://www.lisatmiller.com/closing-stalled-deals/

    How To work with Lisa: https://www.lisatmiller.com/lisa-t-miller-services/

    Lisa's Hospital ED Performance Tool: https://hospital-ed-performance.lovable.app/
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    55 mins
  • Why Hospital Buyers Decide Before They Ever Meet You | E.17

    Why Hospital Buyers Decide Before They Ever Meet You | E.17
    May 22 2026
    In episode seventeen of "Selling to Healthcare," Lisa T. Miller tackles the most important shift happening in healthcare sales right now — your hospital buyers are making their decisions before they ever talk to you. Lisa unpacks new Dreamdata research showing 81% of the buying cycle now happens before a buyer speaks to a salesperson, and what that means for anyone selling into the densest, longest, most self-directed environment in B2B. She walks through what 88 touchpoints actually look like inside a hospital, the seven converging pressures hospital leaders are carrying right now, and why the "build a content engine" prescription is quietly failing across healthcare technology, devices, and services. The factory optimizes for output, not impact — and none of it consistently shows up in pipeline. Lisa then opens up the layer almost no commercial team is measuring: what your buyers are asking ChatGPT, Claude, Perplexity, and Gemini about you. She explains why AI search is structurally different from SEO, how citations behave differently across engines, and lays out her reverse-audit-build sequence for figuring out whether your name shows up in the most important sixty seconds of your buying cycle. This episode offers a practical playbook for healthcare commercial teams who want to stop operating as if the funnel begins at the form fill — and start owning the new front of the buying cycle, which begins at the prompt. Highlights of this Episode Include: The Decision Is Already Formed: 81% of the buying cycle now happens before a buyer talks to a salesperson, up from 70% last year — by the time your CFO takes the call, the conversation is closer to the middle, often the end.The New Benchmarks: 88 touchpoints, 4 channels, 10 stakeholders, and 272 days from first impression to closed deal — nine months of you not being in the room.Audit the Version of You in Their Heads: Stakeholders gather information independently and arrive with conclusions already formed — most sellers have no idea what version of them lives in the buyer's mind because they've never audited it.Seven Pressures Converging at Once: Margins, the CMS TEAM model, the HCAHPS overhaul, workforce shortages, cybersecurity exposure, AI adoption pressure, and site of service economics — each a board-level conversation, all juggled simultaneously.Why the Content Engine Model Fails: The factory optimizes for output, not impact — cadence and pieces-per-quarter look good on dashboards but don't show up in pipeline. The most expensive mistake is producing material no hospital leader actually needs.Content That Compounds: Three qualities separate it from content that disappears — it speaks at peer level, it carries a point of view, and it builds infrastructure rather than calendar fill.The Question No One Is Auditing: Your buyers are asking AI to do the research for them — 32% use generative AI as much as traditional search, and Gartner projects 90% of B2B buying tasks will be AI-handled by 2028.Why AI Search Isn't SEO: There are no ten blue links — one synthesized answer with 4 to 7 cited sources, no page two. Citations behave differently across engines, and recognition and source authority are two separate battles.Reverse, Then Audit, Then Build: Reverse-engineer a 50–100 prompt set grouped by buyer role, buying stage, and triggering pressure; run it across all engines in clean conditions; score every answer on recognition, source authority, and narrative accuracy.Three Things to Do This Week: Run the Stakeholder Mirror Test on your last three closed-lost deals, write one piece no competitor could have written, and build one reusable piece of infrastructure that travels without you in the room. Read the full article: https://www.selltohospitals.com/p/why-hospital-buyers-decide-before Learn more about Lisa at https://lisatmiller.com/about Book an appointment - https://calendly.com/lisa_t_miller/30min LinkedIn - https://www.linkedin.com/in/lisamiller/ Learn about Lisa's Workshops and Services: https://www.lisatmiller.com/c-level-selling/ https://www.lisatmiller.com/value-selling-training/ https://www.lisatmiller.com/lisa-t-miller-services/ https://fluentinhealthcare.com/ https://healthcaresalesmasterclass.com/
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    22 mins
  • The Psychology and Strategy of Executive Buying Decisions | E.16

    The Psychology and Strategy of Executive Buying Decisions | E.16
    May 15 2026
    In episode sixteen of "Selling to Healthcare," Lisa T. Miller takes on one of the most persistent myths in modern B2B sales — the idea that executives can no longer make meaningful buying decisions without full committee consensus. Drawing on behavioral economics, neuroscience, and real-world case studies, Lisa explains what actually drives the final yes and why the brands that win in healthcare aren't the loudest or the most feature-rich, but the most trusted. She unpacks the psychology behind executive decisions — from the powerful role of emotion and personal value, to Kahneman's Prospect Theory and the risk-aversion that quietly shapes every C-Suite choice. Lisa makes the case that B2B buying is far more emotional than B2C, and that fear of professional risk is often a stronger motivator than the promise of a better outcome. Lisa then walks through the five-stage architecture of the modern executive buying journey, sharing the data sellers need to understand: most purchase requirements are defined before vendors are ever contacted, peer networks dominate shortlist creation, buying committees have ballooned to 10+ people, and 86% of B2B purchases stall somewhere along the way. She illustrates how the committee builds awareness while the executive still decides — using the Merck/IBM story, where a single CEO-to-CEO conversation overturned a fully-aligned committee recommendation. This episode offers healthcare sales professionals a clear-eyed playbook for selling to deciders, not just committees — by winning the emotional argument first, reframing the cost of inaction, investing in thought leadership long before the formal evaluation begins, and giving executives the clarity, evidence, and strategic insight to use their authority well. Highlights of this Episode Include: The Myth of the Rational Executive: B2B brands drive stronger emotional connections than B2C brands — because the professional stakes of a bad business purchase are enormous, executives won't commit without trust and emotional buy-in.Personal Value Beats Business Value: Buyers who see personal value are 71% more likely to buy and 8x more likely to pay a premium — only 14% will pay a premium for business value alone.The Kahneman Effect: Executives are more motivated to avoid loss than to acquire gain — the most effective sales narratives lead with the cost of inaction, not the benefits of action.The Invisible Buying Journey: 83% of buyers have mostly or fully defined their purchase requirements before they ever speak with sales — by the time you're invited in, the shortlist is often already formed.Peer Networks Build the Shortlist: 73% of B2B executives rank word-of-mouth and peer recommendations as the most influential factor in deciding which vendors to consider — social proof outperforms any vendor demo.The Committee Informs, the Executive Decides: The Merck/IBM story shows how a unanimous committee recommendation was overturned by a single CEO-to-CEO conversation — authority still exists, it's just less visible.Consensus Often Masks Risk-Aversion: Buying committees that have grown to 11, 12, or 15 people aren't larger because decisions got more complex — they're larger because willingness to own the tradeoff got smaller.The Two-Stage Brain: Decisions are made emotionally in the amygdala and justified rationally in the prefrontal cortex — if you haven't won the emotional argument, no amount of ROI data will close the deal.Thought Leadership Shapes Decisions Months in Advance: Effective thought leadership engages the 95% of buyers who aren't actively in-market, reframing assumptions and shaping decisions long before the formal evaluation begins.Sell to Deciders, Not Just Committees: The work isn't to assemble a coalition large enough to remove all friction — it's to give the executive who already has authority the clarity and strategic insight to use it well. Read the full articles: https://www.selltohospitals.com/p/the-psychology-and-strategy-of-executivehttps://x.com/Lisa_T_Miller/status/2053466790831743176 Learn more about Lisa at https://lisatmiller.com/about Book an appointment - https://calendly.com/lisa_t_miller/30min LinkedIn - https://www.linkedin.com/in/lisamiller/ Learn about Lisa's Services & Workshops: https://www.lisatmiller.com/lisa-t-miller-services https://www.lisatmiller.com/value-selling-training https://www.lisatmiller.com/value-selling
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    19 mins
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