For many, mobile health is the future. But as a “semi-pro” and keen observer of the healthcare and pharmaceutical industry, I think mobile health is a tale told by and for “idiots”:  full of sound and fury, signifying nothing.

Sales in the healthcare and pharmaceutical industry often involve organizational (and therefore complex selling).  Under the Exchange Behavior framework developed by Sheng Peng, the most important aspect of the purchase process is to convince key persons and core opinion leaders. Key persons and core opinion leaders are defined as those who have a say in regard to the purchasing decision; their influence may be resource related, product related, or process related.

Each key person and core opinion leader has a different view on criteria, which means that when they are making a decision, they are looking at different selecting points and selecting rationale. For example, the resource related key person may be most interested in the cost effectiveness of the purchase, whereas the process related key person may want the purchase process to be as simple as possible.

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Yang Wang

Yang is currently the brand and media director at Elitime Media & Consulting. He has published and translated seven books, and several of his works have been translated and published in areas such...