1. Promoting medical research through clinical trials aligns with the mission of hospitals by resulting in better patient care and faster development of new treatments over the long run, without requiring hospitals to change their operations. 2. Successfully navigating the complex healthcare ecosystem requires understanding how economic factors influence decisions across stakeholders like product uptake, technology adoption, and supporting patient care. 3. While engaging a major medical institution may seem like the clear mission, the reality is a complex system with many layers of decision makers that a physician champion must convince beyond just their department chair, like nursing, procurement, risk management, and operations leadership.

1. 1
NAVIGATING THE MAZE
US PROVIDER SYSTEMS HAVE
MULTIPLE DECISION MAKERS

2. 2
THE IMPORTANCE OF CLINICAL TRIALS
AND HOSPITALS
“The primary focus for community healthcare institutions will always be
providing care for their patients, and sometimes, research is perceived
as an impediment to that focus because without dedicated research
teams, it can cause increased workload on the hospital personnel.
Luckily, it doesn't. At least, it doesn't have to.
For one, promoting medical advances and giving patients access to
research already align with the mission of hospitals because in the long
run, those efforts result in better care for patients. They will result in
faster development of new medicines and treatments, too — all while
not requiring hospitals to change what they do or how they do it. It's a
win for all stakeholders.”

3. TO SUCCEED, YOU WILL NEED TO NAVIGATE
THE COMPLEX HEALTH ECOSYSTEM
You must understand how
economics influence
health stakeholder
decisions, product uptake,
brand expansion,
technology transformation
and the journey to support
patient care.
Being inside an academic
system with research does
not guarantee sales
uptake.
It’s not enough to save
lives and reduce costs!
GOVERNMENT/
REGULATORS &
POLICY MAKERS
PRODUCT
INNOVATORS
HEALTHCARE
CONSUMERS,
PATIENTS &
CAREGIVERS
MEDICAL
DEVICE &
DIAGNOSTICS
COMPANIES

4. UNDERSTAND DECISIONS AND
TRANSACTIONS MADE

5. THE MISSION SEEMS CLEAR –
ENGAGE ONE MAJOR INSTITUTION

6. REALITY – IT’S A COMPLEX MAZE WITH
LAYERS OF DECISION MAKERS

7. CLINICAL TRIALS AND DATA DEFINE
THE WINDOW OF VALUE – BUT…
“Demonstrating value requires a deep understanding of the
clinical benefit and costs, not only of the therapy but also of the
complete care received by the patient.
Evidence from both clinical trials and patients treated in the real
world is necessary to show payers how clinical benefits translate
into reduced or minimal changes in costs, because real-world
patients can be remarkably different, both demographically and
clinically, compared to clinical trial participants.”

8. IT’S ONE BRAND, ONE LOCATION, AND
A MYRIAD OF DECISION MAKERS
PHYSICIAN CHAMPION IS ESSENTIAL; HOWEVER,
THE CHAMPION MUST WIN-OVER OTHERS
Chief of Nursing Chief Procurement
Officer
Risk ManagementDepartment Chair Chief Operating
Officer

9. A CHAMPION CHECKLIST MUST...
DEMONSTRATE PROOF
CONVEY VALUE
MEET EASE OF IMPLEMENTATION
FIT AN ECONOMIC MODEL