The healthcare market is booming—€18.2 billion in Digital Health investments speaks volumes. Yet the reality is sobering: 70% of providers do not meet their sales targets. The reason? A fundamental misunderstanding of the realities of healthcare sales.

While deals in other B2B markets are closed in 3–6 months, healthcare providers struggle with sales cycles of 12–18 months. Each purchasing decision involves an average of 6.8 stakeholders—from executive management and IT security to medical device approval.

However, the real drama begins after the first success: 78% of pilot projects fail at scale-up. What worked in the test hospital cannot be rolled out to additional sites. Budgets are frozen, change processes stall, and regulatory hurdles pile up.

Our study “Go-to-Market Healthcare 2025” analyzes how the 30% of successful providers are capturing the market. The answer is not more aggressive sales tactics, but a fundamentally different go-to-market approach that factors in the complexity of the healthcare market from the outset.

• How to shorten sales cycles from 18 to 9 months
• Which stakeholder strategies really work
• The 4-phase plan for successful pilot-to-scale transitions
• Pricing models that take healthcare budget cycles into account
• Using compliance and approval as a competitive advantage

Consolidation in the healthcare market has already begun. Those who build the right go-to-market structures now will secure market share for the years ahead.

This study is based on surveys of more than 400 decision-makers in healthcare organizations in the DACH region and provides concrete recommendations for action rather than theoretical concepts.