[Installment 2] Cracking The Code: Winning in IDN/GPO Contracting With an Informed Strategy
INSTALLMENT 2
In Installment 2 of this 5-part blog series, we look at the second of five recent surveys conducted by Excelerant Partner David Stone to gain a better understanding of why it is more challenging than ever to gain access to, go to contract with, and retain agreements with Group Purchasing Organizations and Integrated Delivery Networks.
CRACKING THE CODE
WINNING IN IDN/GPO CONTRACTING WITH AN INFORMED STRATEGY
By DAVID STONE
Partner
[April 24, 2025] — For suppliers seeking to secure new agreements and grow existing contracts with Integrated Delivery Networks [IDN] and Group Purchasing Organizations [GPO], the path to success is filled with challenges — but also incredible opportunities.
Whether you're a large supplier aiming to expand your footprint, or a smaller company striving to establish a foothold, understanding the GPO/IDN contracting process is essential to short- and long-term success.
As you’re well aware, today’s healthcare landscape is changing rapidly and dramatically. Budget constraints, new competitors, IDN consolidation, data-driven decision-making, and the rapidly accelerating shift from fee-for-service to value-based care are all converging to make it more difficult than ever to secure and sustain contracts.
More than ever, decision-makers and influencers demand suppliers present a more data-driven clinical Value Proposition, as well as evidence-based ROI projections. And of course, you’ve got to convincingly differentiate your innovation as a solution that delivers improved patient outcomes, greater value, and enhanced operational and user efficiencies. Again, these must be backed by solid, contemporary data.
In a procurement-heavy environment, having strong relationships with decision-makers and understanding how to navigate myriad GPO/IDN processes are also critical for success. Gaining favor in today’s competitive marketplace is like a round of Texas Hold ‘Em. The rules are straight-forward but assembling the right strategy and laying a winning hand that meets multiple expectations can be daunting.
To better understand these evolving dynamics, I recently conducted five LinkedIn surveys with National Account Managers and healthcare sales professionals. The results provide a real-time reading on the most pressing challenges and priorities shaping the future of IDN and GPO contracting.
Let’s see what our voters have indicated are the most critical success factors in 2025 …
SURVEY #2: DRIVING HEALTHCARE SALES SUCCESS IN 2025
The healthcare sales landscape is evolving fast — IDN consolidation, GPO strategies, AI integration, and data-driven decision-making are reshaping how deals get done.
POLL SAMPLING
Survey Views: 1,387 National Account Managers, Sales Professionals
Voters: 76
Response Rate: 5.5%
Q: What do you believe will be the most critical factor for success in healthcare sales in 2025?
18% Building stronger relationships with supply chain leaders
Gaining trust and securing long-term partnerships
47%. Having a more data-driven clinical Value Proposition
Using evidence-based outcomes to justify purchasing decisions
26% Mastering GPO and IDN contracting strategies
Navigating procurement complexity to win and retain contracts
8% Leveraging AI and digital tools in sales
Using technology to enhance engagement, forecasting, and efficiency
Key Insight
Data-Driven Clinical Value Propositions Will Define Success in 2025
Looking ahead, 47% of respondents indicated a data-driven clinical Value Proposition will be the most critical factor for sales success in healthcare. As purchasing decisions continue to shift toward value-based care, IDNs and Value Analysis Committees [VAC] are no longer satisfied with mere anecdotal evidence or user testimonials. Each demand hard data that demonstrates improved outcomes, cost savings, and operational efficiencies.
Key Takeaways
Suppliers who come to the table with objective, evidence-based data that validates their healthcare solution’s clinical and financial impact will stand out in a crowded marketplace.
However, 26% of respondents indicated the mastering of GPO and IDN contracting strategies is also a key success factor. This speaks to the importance of not only presenting a strong Value Proposition but also knowing how to navigate the complexities of contracting and compliance to ensure successful implementation.
Final Thoughts
If data is King, your unique Value Proposition is Queen and having a mastery of contracting strategies will lead you to a winning combo.
Don’t navigate the healthcare matrix alone. Engage the services of healthcare industry experts who know how to read the competition and who understand the myriad subtleties and nuances of an effective Value Analysis Brief. Having the right partner enhances the likelihood of successfully winning, executing and retaining IDN and GPO contracts. Contact Excelerant today at info@excelerantconsulting.com
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[In Installment 3, we’ll look at the results of our third survey entitled, “Friend or Foe: How You View GPOs in Your Contracting Strategy”]
ABOUT DAVID STONE — David has a proven background in sales, sales management, national accounts and national accounts team management. His areas of expertise include clinical laboratory diagnostics, remote patient monitoring, surgical device, advanced wound care, medical disposables and clinical nutrition. David has spent more than three decades creating and cultivating key relationships within the U.S. healthcare industry, including Group Purchasing Organizations, Integrated Delivery Networks and Regional Purchasing Coalitions. He facilitates executive-level introductions and provides assistance with value proposition design, market development, product launch, sales strategy, strategic account segmentation, field sales optimization, offer development and contract negotiations. Most recently, David worked at Coloplast, Mölnlycke and Medtronic. His primary focus is using his wide-ranging background to help Excelerant clients experience meaningful growth and margin enhancement.
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ABOUT EXCELERANT CONSULTING
Excelerant Consulting is the go-to organization for med-tech companies that need to position products and services successfully for value analysis committees, contract acquisition, and sales modeling and execution to commercialize the launch of medical devices or services with Group Purchasing Organizations [GPO], Integrated Delivery Networks [IDN], or Regional Purchasing Coalitions [RPC]. Our clients rely on us to enhance their product positioning, navigate corporate contracting opportunities, and provide sales support to accelerate sales growth.
For more info, contact Excelerant Consulting at info@excelerantconsulting.com.