🟩 Module 5: Customer Segmentation & Sales Process

• Customer types: Specialist Doctors, Hospital Buyers, Tender Committees.

• Sales funnel: cold leads → demo → trial → procurement → repeat order.

• How to align with procurement cycles and budgeting timelines.

• Common objections and how to respond effectively.

Here is the full content for:

🟩 Module 5: Customer Segmentation & Sales Process (Flexible Endoscopes)

📘 Reading Material

🎯 Customer Segmentation

Understanding your customer is the foundation of medical device sales. In flexible endoscopy, customers fall into three main categories:

1. Specialist Doctors (Key Opinion Leaders - KOLs):
   These are end users—typically Gastroenterologists, Pulmonologists, ENT Specialists—who influence product selection. They care about image clarity, maneuverability, and clinical outcomes.

2. Hospital Procurement & Biomedical Teams:
   These professionals evaluate product durability, compatibility, and maintenance. Their focus is on technical specs, service turnaround, and total cost of ownership (TCO).

3. Tender Committees (Public Sector & NGOs):
   A structured buying group with defined criteria such as price, compliance, warranty, training, and post-sales support. Understanding the formal tender timeline and documentation is critical.

🔄 Sales Funnel for Flexible Endoscopes

The typical B2B medical device sales process for flexible scopes can be mapped as follows:

💡 Tip: Keep a CRM tracker updated to avoid follow-up delays and improve closure rate.

🗓️ Aligning with Procurement Cycles

Understanding the hospital or government budget cycle helps time your offer right:

• Government Tenders – follow fiscal year patterns, budget calls, and prequalification processes.

• Private Hospitals – align with quarterly equipment budgets and fiscal health.

• Donor-driven NGOs – prepare early, as donor funding disbursement may be seasonal or milestone-based.

Always ask:

“When is your next budget/planning round?”

“Who else is involved in purchase decisions?”

⚔️ Common Objections & Sales Responses

🎞️ Suggested YouTube Videos

1. Medical Device Sales Process Simplified

2. Tender Process in Healthcare Procurement

3. How to Sell to Doctors and Hospitals

🖼️ Suggested Visuals

• Sales funnel with arrows (cold lead → demo → trial → procurement → reorder)

• Buyer persona breakdown table

• Budget cycle calendar (with color-coded hospital/NGO cycles)

❓FAQ × 5 (Dual Language – One-liner)

1. Who are the key decision-makers in endoscopy purchases? – Endoscopy ဝယ်ယူမှုတွင် အဓိကဆုံးဖြတ်သူများမှာဘယ်သူတွေလဲ?
   → Doctors, hospital buyers, and tender committees – ဆရာဝန်များ၊ ဆေးရုံဝယ်ယူဌာနနှင့် တင်ဒါကော်မတီများဖြစ်ပါတယ်။

2. Why is timing important in medical sales? – ဆေးဘက်စျေးကွက်ရောင်းချမှုတွင် အချိန်ညှိမှုအရေးကြီးသလား?
   → Because procurement follows strict budget cycles – Budget cycle များနှင့် ကိုက်ညီမှုလိုအပ်ပါတယ်။

3. How can I overcome price objections? – စျေးနှုန်းကြောင့် ဆန့်ကျင်မှုကို ဘယ်လိုဖြေရှင်းမလဲ?
   → Explain Total Cost of Ownership – TCO ဖြင့် အကျိုးကျေးဇူးရှင်းပြပါ။

4. Why do some hospitals reject new brands? – ဆေးရုံတချို့ဟာ ဘာကြောင့် brand အသစ်မသုံးတာလဲ?
   → Due to lack of training or loyalty to current brands – သင်ကြားမှုမရှိခြင်း၊ loyalty ကြောင့်ဖြစ်တတ်ပါတယ်။

5. What role do trials play in sales? – Sales တွင် Trial က ဘယ်လောက်အရေးကြီးသလဲ?
   → Trials build trust and real-use confidence – Trial ဖြင့် ယုံကြည်မှုနှင့် အသုံးပြုမူတည်ဆောက်နိုင်ပါတယ်။

Would you like to proceed with Module 6: Service, Warranty & After-Sales Support Strategy next?