GTM experience selling to hospitals/health systems?

October 23, 2025

by a searcher from Harvard University - Harvard Business School in Los Angeles, CA, USA

Hi everyone, I currently have a deal under LOI in the healthcare space: the company sells into hospitals and health systems. I’m looking to connect with anyone who has experience or advice around go-to-market strategy in this sector (selling into hospitals, navigating long sales cycles, working with GPOs, etc.). If you’re open to a quick chat, I’d really appreciate your insights. Thank you so much in advance!

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Reply by a lender
from Cornell University in Los Angeles, CA, USA

Hi Jean - nice to meet you and great question. Besides financing companies that regularly sell to hospitals, I learned a few key lessons from a Cornell case study that might help you think through your go-to-market approach. Customer segmentation matters most. What kind of hospitals are you targeting? Children’s hospitals often buy the best and spend more because of their mission to care for kids. Large urban hospitals have good budgets but more vendor competition, while rural hospitals tend to have tighter budgets and slower approval processes. Understand how hospitals place their orders. Do they buy through a salesperson, an online portal, or a centralized purchasing group? If your company offers an easy way to reorder online, that becomes a strong value add because it saves time and reduces friction for repeat purchases. I’d love to help you find the right SBA lender for this deal. We work with all the major SBA lenders. The bank pay us after your loan closes, so this is a 100% free service for you. Depending on the DSCR, I think this deal might qualify for pristine pricing (Prime + 0.25%). You can reach me here or directly at redacted You can also click here to schedule a meeting with me: https://cal.com/francodeguzman/30min. Look forward to chatting!

Reply by a professional
from Villanova University in West Chester, PA, USA

Hi ^redacted‌ We’ve worked with a number of clients in the health sector. The go to market strategy will largely depend on your target company and their current business development strategy. We’d be happy to discuss this and how it influences terms. You can schedule a complimentary consultation here: https://www.deanstreetlaw.com/links

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