IDNs are so hard to get to today and health systems where you don’t yet have business are even harder to build a relationship with. If you want to get any traction with a health system that you currently don't have business with, you have to build trust first. 

How in the world do you build trust with somebody that may be working virtually or just isn't taking appointments from non-incumbent suppliers?

A great way to start building trust is to show the customer that know you understand them and their IDN by contacting them for other reasons than to ask for an opportunity to make a sales presentation or for a conversion to your brand’s products or services. 

Here are five ways to connect with IDN supply chain leaders without pushing for a sale:

1. Congratulate them on recognition

When you see that an IDN has won an award or been acknowledged for something it has done well, you have the perfect opportunity to reach out to and build a deeper connection. Try sending your contacts a note simply to congratulate them on their hard work. Something along the lines of, “We’re big fans of yours and rooting for you. It’s good to see your hard work get recognized.” 

Here is an example from Advent Health System. Reaching out to connect means knowing who to reach out to. With an IDN Directory account, you can unlock access to dozens of relevant health care contacts from Advent Health and other major IDNs.

2. Acknowledge when their facility footprint changes

Recently, Baylor Scott & White Medical Center announced they earned a Level II Trauma designation. This is significant news and gives you a chance to reach out to your contacts and acknowledge the designation. A quick call to your contacts at Baylor Scott & White lets them know you're keeping track of what they’re doing. 

Pro Tip: Take a close read of their news release so you can reflect their own language back to them. Try something like, “We see how compassionate and committed you are to your communities. We are ready and willing to help you serve your communities whenever you have time to talk. Best of luck to you.”

3. Recognize the “big news” the IDN announced

Whether it's good news or bad, being ‘in the know’ about your targeted IDN is really important because it shows that you care about the health system from an operational, financial and clinical perspective. 

Just a quick email, voicemail, or even a handwritten note when a big press release comes out will show that you care and are listening to what's going on at that organization.

In this example, Cleveland Clinic posts a $1.2 billion loss in 2022. Look for someone at the clinic to connect with and recognizing their dire financial situation by taking a compassionate, empathic approach will likely be more helpful than trying to drive a hard bargain. This approach could move you just a little bit closer to being a potential vendor and getting on contract.

4. Congratulate them on completing a good year

This example comes directly from Novant Health’s consolidated financials released for 2022. When you review you customer’s or target’s financials, you learn a lot about them. Sharing with your contacts that you gleaned something from their financials really shows that you care and understand their organization. 

Pick something that jumps out at you from the data and send them a note recognizing their financial success. A quick look through Novant Health’s financials shows that their net patient revenue was over $6.5 billion in revenue. So why not snap off a quick note to your contacts at Novant Health, congratulating them on their success? Little things like that go a long way to establishing a better connection with these contacts.

5. Credit them with something you learned from them in an article or industry presentation

Supply chain leaders share insights and understanding all the time - whether you see them at the IDN Summit, an IDN Insights meeting, or watch a long-form interview in the IDN Directory, you can learn so much about the person and the organization.

Pick something out that you really enjoyed about their presentation and write them a note, email, text, leave them a voicemail, or send a handwritten note to express how much you liked the point they were making.

These challenging days make it harder than ever for suppliers who are trying to gain access to IDNs. I work with suppliers every day trying to get into IDNs and I can promise you that just amplifying messages isn't going to work.

Being relevant, insightful, and understanding of the IDN and it's very specific challenges will gain you favor with supply chain leaders. These are just five examples of the countless opportunities and insights that await you in the IDN Directory. Are you looking to get on contract with major health systems across the country but don’t have any idea who to talk or to where to start looking? We do! And we’d love to show you.

Ask for a demonstration of the IDN Directory today by sending an email to demo@idndirectory.com.

Talk to you soon!

About the IDN Directory

The IDN Directory is the go-to resource for Health Care Suppliers who want the latest insights and information about the largest health systems in the U.S. and their supply chain leaders.

More than just a database, the IDN Directory's supply chain-focused content provides sales reps with a clear and comprehensive idea of their customers’ supply chain needs and activities, empowering them to achieve success with GPO, Direct, and Regional contracting. 

To request a live demo of the IDN Directory, email us at Demo@IDNDirectory.com.