Healthcare is more competitive than ever: Point solutions nip away at revenue, venture capital firms lock up large companies with novel partnerships, and larger mergers continue.

Companies with an established pipeline have a leg up. If they serve their customers well and exceed expectations, then happy customers = retention. Retention = growth.

Companies that aren’t there yet need to build stories that drive relationships. Great stories start with solving problems that scare people. And because relationships matter, your approach needs to avoid old school sales tactics that corner people and make them feel bad.

Approach those hard problems with compassion. Use data to bring up risks. Then tell an anecdotal story that shows how you made the fear go away. Data drives decisions, but personal stories drive the emotional response that forces action.

Honesty and integrity with a meaningful value proposition have staying power long past the fear subsides.

Interested in more content like this? Check out our Growth Minded podcast.