Image by Buffik from Pixabay The SARS-CoV-2 pandemic has made it significantly harder to sell to hospitals, health systems, and academic medical centers. Why? Because the plethora of thought leadership begins at some point to lose the differentiation. The challenge is not just new content but using the thought leadership content combined with social media to sell differently. It's not what you know but how you apply that knowledge in a new and different manner. But when one isn't utilizing social selling tools of LinkedIn, Twitter, and digital stories, paired with a client testimonial for influencer and brand evangelism, the selling is more challenging. Social media selling is an amplification tool utilizing the Internet of Things that key channel segments are watching. Image by Gerd Altmann from Pixabay The use of social media selling isn't a features approach. The use of social media is a solution/thought leadership selling approach. It's an inbound advisory appro...