Something in the integration of sales and marketing in healthcare vendors could be amiss. One camp is still living in the 90s. Another in the 2000s and yet another in the 2010s around the selling and marketing process. I forgot to mention as well, leadership reading an article, attending a conference, or hearing speaker assuming they know it all and then mandating a change in organizational direction. Size of the company matters little for it happens in all of them. The healthcare vendor world regardless of product or channel is a very competitive place with clear winners and losers. It’s a winner take all proposition with physicians, hospitals, and health systems, hence the need for a sales and marketing strategy that can give an edge. And that can be difficult in a parallel world of messages, product capability, and solutions. Enter the concept of OODA LOOP applied to sales and marketing. But, let’s first start with what is an OODA Loop. Developed by USAF military strategist Colonel ...