Cracking The Code: Winning in IDN/GPO Contracting With An Informed Strategy
INSTALLMENT 1
In Installment 1 of this 5-part blog series, we look at the first of five recent surveys conducted by Excelerant Partner David Stone to gain a better understanding of why it is more challenging than ever to gain access to, go to contract with, and retain agreements with Group Purchasing Organizations and Integrated Delivery Networks.
CRACKING THE CODE
WINNING IN IDN/GPO CONTRACTING WITH AN INFORMED STRATEGY
By DAVID STONE
Partner
[April 8, 2025] – For suppliers seeking to secure new agreements and grow existing contracts with Integrated Delivery Networks [IDN] and Group Purchasing Organizations [GPO], the path to success is filled with challenges — but also incredible opportunities.
Whether you’re a large supplier aiming to expand your footprint, or a smaller company striving to establish a foothold, understanding the GPO/IDN contracting process is essential to short- and long-term success.
As you’re well aware, today’s healthcare landscape is changing rapidly and dramatically. Budget constraints, new competitors, IDN consolidation, data-driven decision-making, and the rapidly accelerating shift from fee-for-service to value-based care are all converging to make it more difficult than ever to secure and sustain contracts.
At the same time, success in healthcare sales has shifted from transactional relationships to value-driven partnerships. Suppliers can no longer rely solely on competitive pricing to lock down deals. They must now validate their worth with data- backed outcomes, measurable ROI, and proof of operational efficiency.
To better understand these evolving dynamics, I recently conducted five LinkedIn surveys with National Account Managers and healthcare sales professionals. The results provide a real-time reading on the most pressing challenges and priorities shaping the future of IDN and GPO contracting. A better understanding of the challenges enables you to create a roadmap to success.
Let’s take a look …
SURVEY # 1
BIGGEST CHALLENGE WHEN WORKING WITH IDNs AND GPOs IN TODAY’S MARKET
National Account Managers, we know that successfully navigating IDN and GPO contracts has never been more complex. Between access barriers, pricing pressures, and driving compliance, there are plenty of challenges.
By the Numbers
Survey Views: 1,483 National Accounts Managers, Sales Professionals
Voters: 87
Response Rate : 5.9%
Q: What do you believe will be your biggest challenge with IDNs and GPOs in 2025?
48% Gaining access to decision-makers
Breaking through the gatekeeping and getting in front of key stakeholders
14% Navigating the value analysis process
Managing lengthy evaluations and proving clinical/cost value
11% Aligning pricing strategies with budget constraints
Overcoming financial pressures and cost-cutting initiatives
26% Driving contract compliance and utilization
Ensuring adoption and maximizing contract value, post-award
Key Insight
Gaining Access to Decision-Makers Remains the Biggest Challenge
Nearly 48% of respondents pointed to gaining access to decision-makers as the primary hurdle.
Key Takeaways
1. Without the right access strategy, even the best healthcare solutions won’t make it past the first gate. Supply chain leaders, clinical decision-makers, and Value Analysis Committees [VAC] are often difficult to engage, requiring suppliers to cultivate relationships, align with internal champions, and navigate complex approval processes … and then you must validate your product’s worth with data-backed outcomes, measurable ROI, and proof of operational efficiency.
2. Interestingly, 26% of respondents highlighted “Driving contract compliance and utilization” as another major challenge. This reinforces the reality that winning the contract is only half the battle. After securing the agreement, suppliers must also ensure adoption, compliance, and ongoing value realization. The hard work doesn’t stop when the ink on the contract dries.
Final Thoughts
It can be a jungle out there! Don’t go it alone. Engage the services of healthcare industry experts who understand the myriad subtleties and nuances of successfully winning and retaining IDN/GPO contracts. Contact Excelerant today at info@excelerantconsulting.com
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[In Installment 2, we’ll look at the results of our second survey entitled “Driving Healthcare Sales Success in 2025”.]
info@excelerantconsulting.com