Selling into PMI, employer and NHS in the same quarter
Three buyers, three procurement clocks, three definitions of value. Most commercial hires are only fluent in one — and that is what breaks the plan.
Private medical insurance buys on cost per episode and network coverage. Employers buy on utilisation and absence. NHS buys on pathway compliance and capacity relief. The same deck will not work across all three.
When you hire a single commercial lead and expect them to cover all three channels, you usually get performance in whichever one they came from and quiet stagnation in the others.
The fix is sequencing rather than headcount. Pick the channel with the shortest procurement clock, staff it with someone who has closed there before, and let those references carry you into the slower channels.
Working on this right now?
We build clinical, commercial and leadership teams for regulated health businesses. Tell us the constraint and we will tell you honestly whether we can shift it.
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