Winning Complex Healthcare Deals: Positioning, Buying Groups & the Cost of Inaction

Why do good healthcare products still get stuck in endless meetings, delayed decisions, and deals that suddenly disappear?Fred Sheffield has spent his career helping healthcare and health tech companies navigate that exact problem.Fred is the Chief Growth Officer of Five Stones Growth, a go-to-market strategist, and author of Health Tech Giant Slayer. In this conversation, we break down how smaller healthcare companies can compete, reach the real buying group, create urgency, and build a repeatable growth system.We talk about healthcare positioning, the difference between ROI and cost of inaction, internal champions, referrals, pipeline development, AI in healthcare, and why human connection may become even more valuable as AI becomes more common.For me, one of the biggest takeaways comes back to marketing fundamentals: know exactly why you exist, what makes you different, and how that difference matters to the organization you are trying to reach.A great conversation for anyone working in healthcare marketing, sales, health tech, or growth.