5 Health Tech Sales Challenges & Their Solutions

Having a hard time selling health tech? We break down the common challenges health tech salespeople face and provide solutions to help you close more deals.
spin selling cover photo
For those in the technology market, healthcare is a booming industry. With opportunities for new businesses to enter this ever-evolving field, and an increasing demand for cutting-edge technologies comes the need to consider not only product development but also how those products will be sold.

Finding success selling health tech solutions can be fraught with challenges - from establishing trust amongst customers to delivering on promises of increased efficiency in care delivery.

To ensure you have the tools needed to navigate these obstacles, we've broken down five common health tech sales challenges and their solutions so you can find success when entering this competitive industry.

What is Health Tech Sales?

Health Tech Sales, short for Health Technology Sales, focuses on selling and promoting advanced technological solutions exclusively within the healthcare industry. This specialized field revolves around sales and selling diverse technological products and services made to improve healthcare processes, elevate patient care, and meet the passionate needs of healthcare professionals and institutions.

Within the range of health tech sales, offerings span various products and services, ranging from electronic health records (EHR) systems to medical devices, telemedicine platforms, health monitoring wearables, and data analytics tools. The primary objective of these sales efforts is to showcase how these technological solutions play a key role in boosting efficiency, refining patient effects, and driving overall progress in healthcare service delivery.

Health tech sales require a sensitive understanding of the distinctive challenges and requirements specific to the healthcare sector. Building meaningful relationships with healthcare professionals is crucial, alongside addressing concerns related to security, compliance, and seamless integration with existing systems. Success in health tech sales hinges on a strategic blend of industry expertise, adept communication skills, and the ability to vividly demonstrate how the technology aligns with the unique pain points of healthcare providers and companies.

Health Tech Sales Setbacks

legal tech sales challenges

Complex Decision-Making Processes

The challenge lies in navigating the complex decision-making processes inherent to healthcare companies. The involvement of diverse stakeholders, ranging from IT professionals to healthcare practitioners and administrators, introduces a multitude of perspectives and priorities.

Sales Development Representatives (SDRs) find themselves grappling with the task of aligning the value proposition of health tech software with the unique needs of this varied decision-making team. The complex web of evaluations, concerns, and criteria makes this challenge particularly formidable.
Outsourced SDRs emerge as valuable assets to tackle the complexity of decision-making processes. Equipped with a deep understanding of the health tech landscape, these external professionals strategically align their outreach efforts with the specific interests of distinct stakeholders.

They adeptly tailor their messaging to resonate with the technical difficulties that concern IT professionals, while simultaneously highlighting the user-friendly aspects of the software for healthcare practitioners.

Also, outsourced SDRs excel at relationship-building across various departments within healthcare organizations. Their dedicated efforts in fostering connections with key decision-makers allow them to navigate the intricacies of the decision-making process more effectively.

Leveraging cross-functional expertise, these professionals bridge the communication gap between technology and healthcare, offering a comprehensive approach that resonates with both IT and healthcare professionals.

Strict Regulatory Compliance

The challenge of ensuring strict regulatory compliance in health tech sales revolves around the complexities and high stakes associated with safeguarding sensitive patient data. In an era dominated by regulations like HIPAA, Sales Development Representatives (SDRs) face the tough task of not only understanding the complexities of these standards but also effectively communicating how the health tech software aligns with and exceeds such regulatory benchmarks.

Healthcare companies, acutely aware of the legal and ethical ramifications of mishandling patient data, scrutinize health tech solutions for their ability to provide robust security measures and compliance commitment.

SDRs must navigate conversations that explore encryption protocols, access controls, audit trails, and other technical aspects, all while assuring potential clients that the software prioritizes the confidentiality and integrity of patient information.
Outsourced SDRs bring a specialized understanding of healthcare regulations to the forefront of sales efforts. These sales professionals are experts at translating the intricacies of regulatory requirements into digestible information for potential clients. They not only speak the language of compliance but also tailor their messaging to resonate with the specific concerns of healthcare companies.

Their role extends beyond simple communication; they become advocates for the software's commitment to meeting and exceeding regulatory standards. This advocacy, paired with a subtle understanding of the legal landscape, positions the health tech solution as a secure and trustworthy choice in an environment where data protection and compliance are crucial.

Resistance to Change

Healthcare professionals, used to established workflows, can be inherently skeptical or reluctant to adopt new and unfamiliar technological solutions. The hesitancy often stems from concerns about disruptions to daily operations, potential learning curves, and anxiety about the impact on patient care.

Navigating this resistance requires a delicate balance between showcasing the innovative benefits of the health tech software and addressing the genuine concerns of healthcare practitioners.

Convincing stakeholders that the proposed change will not only enhance efficiency but seamlessly integrate into existing workflows becomes a critical aspect of the sales process.
Outsourced SDRs play a crucial role in overcoming resistance to change by presenting a narrative emphasizing continuity and ease of integration. They understand the complexness of healthcare workflows and are adept at tailoring their communication to highlight how the healthcare software serves as a seamless improvement rather than a disruptive overhaul.

With a focus on user-friendly features and a commitment to providing robust training and support, outsourced SDRs effectively address concerns related to the learning curve. Their role extends beyond selling a product; they become ambassadors of innovation, assuring healthcare professionals that adopting the health tech software is not just a change but a positive evolution in their daily practices.

Long Sales Cycles

One of the prominent challenges SDRs face in health tech sales is the endless nature of sales cycles. The healthcare industry, known for its meticulous evaluation processes and stringent testing requirements, often leads to protracted timelines for decision-making and implementation. SDRs find themselves in a situation where the journey from initial engagement to finalizing a deal can be a prolonged affair.

Navigating these extended sales cycles requires a delicate balance of maintaining engagement without overwhelming potential clients.

The detailed evaluations and exhaustive testing procedures demand a nuanced approach, ensuring that the product remains top-of-mind for decision-makers throughout the extended decision-making process.
Outsourced SDRs contribute significantly to mitigating the challenges posed by long sales cycles. Their dedicated efforts in nurturing leads over an extended period ensure potential clients stay engaged and informed.

By providing valuable content, case studies, and consistent communication, these external professionals keep the health tech solution at the forefront of decision-makers' considerations.

Furthermore, outsourced SDRs bring a strategic mindset to the table, aligning their efforts with the natural flow of the healthcare industry's decision-making processes. Their adaptability allows them to manage expectations realistically, ensuring that the potential for a prolonged sales cycle is addressed transparently. In doing so, they not only sustain interest but also build a foundation of trust that is crucial for the successful closure of deals in the healthcare tech industry.

Technical Complexity

SDRs often grapple with the challenge of communicating the value of technically complex solutions. The complex nature of health tech software, loaded with technological nuances, can be overwhelming for potential clients who may not possess a deep understanding of the technical jargon.

SDRs find themselves balancing highlighting sophisticated features without bombarding their audience with overly complex details.

Addressing the technical complexity involves explaining the software's complications and ensuring that potential clients comprehend its benefits without getting lost in a sea of technical terms. This challenge becomes particularly pronounced when dealing with healthcare professionals who may not have an extensive background in IT.
Outsourced SDRs are adept at translating technical complexities into relatable and accessible language. They serve as interpreters, bridging the gap between the intricate features of health tech software and the understanding of potential clients. Their focus on conveying the practical benefits, rather than delving excessively into technical details, ensures that the software's value proposition remains clear and compelling.

Additionally, outsourced SDRs undergo comprehensive training to enhance their technical knowledge, enabling them to answer client inquiries effectively. By balancing technical expertise and user-friendly communication, these external professionals play a pivotal role in demystifying the technical complexities surrounding health tech software.

This approach not only resonates with healthcare professionals but also positions the software as a valuable and accessible solution in a field that often feels overwhelmingly technical.


Creating a sales plan for health tech companies can be a challenge, given the distinctive nature of the industry. The complexities lie not only in developing a strategy that effectively communicates the value of the software but also in addressing the unique concerns and intricacies of potential clients within the healthcare sector.

SalesPipe is like your secret weapon. We take all the tricky stuff, from understanding complicated decisions to dealing with rules and regulations, and make it simple. Resistance to change? They've got a knack for turning hesitation into excitement.

We don't just tackle long sales cycles, but we turn them into ongoing conversations. And when it comes to tech talk, they break it down so everyone gets why your health tech software is awesome.

Want to give sales outsourcing a try? Get in touch with us today!
Post by Lucy Zorrilla.
Related articles
5 PropTech Sales Development Trends
Get to know the latest trends in Proptech sales and discover how outsourcing sales specialists can help you grow your business.
7 Tips to Help Telehealth Salespeople Get Qualified Leads
Discover top strategies for telehealth salespeople to generate qualified leads. Explore account-based selling, data security, and more in this blog post.
3 HR Software Sales Development Trends
See how AI-driven automation, integrated employee experience platforms, and consultative selling are revolutionizing the world of HR software sales.