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“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 practices 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:


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

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