Why don’t great products make it past the Value Analysis Committee? What you can do to change it?
Market-Partners work in the healthcare has highlighted the growing importance of understanding the Value Analysis Committee (VAC) and the role it plays in the Customer Buying Journey. In many cases, although physicians and hospitals may develop a strong interest in a particular product or therapy, the path from interest to usage and adoption is not always an easy one. This recently published paper explores the history and current trends behind the VAC and offers the effective Do’s and Don’ts when faced with having to sell to, through or past the VAC.