Brief: Understanding “Path-Dependence” When Selling to Healthcare Professionals

“Path dependence” occurs when a solution remains in place simply because it has a long history.

Path dependence is evident throughout the healthcare industry because well-established therapeutic choices and practises are very difficult to change.

The healthcare sales professional’s challenge is to help the HCP break that path dependence when presented with a superior solution.

In Richardson Sales Performance’s brief, Understanding “Path-Dependence” When Selling to Healthcare Professionals, we offer three ways for overcoming path dependence when selling to physicians and healthcare professionals.

In the brief we show how to: 

• Use an omnichannel communications array
• Map the sales collateral to the digital medium
• Develop strategies for reaching “perimeter stakeholders”