Selling to Healthcare
US healthcare facilities MRO spend ~$25-35B/year. EVS chemistry alone ~$6-8B. Plant ops/facilities maintenance ~$10-12B. Most of it routes through GPO contracts — Premier ($150B aggregate spend), Vizient ($110B+), HealthTrust ($45B), Intalere/Acurity round it out.
Acute care: 90-270 days first PO; 12-18 months to full conversion. ASCs and clinics: 30-90 days. SNFs: 60-180 days but often gated by corporate office for chains.
$3K-$15K initial trial; $50K-$500K annual per hospital once on the cart; $1M+ annual for IDN-wide standardization
Sub-segments inside Healthcare
Acute Care Hospitals (Health Systems & Standalone)
100-1,000+ beds; standalone community hospitals up to multi-state IDNs (HCA, Ascension, CommonSpirit, Trinity)
Largest MRO spend per facility. GPO-dominant procurement (Premier, Vizient, HealthTrust). Multiple buying centers per facility. 24/7/365 operations — no downtime window. Joint Commission survey cycle drives compliance behavior.
Long-Term Care, SNFs & Nursing Homes
60-200 beds typical; chains (Genesis, Brookdale, Life Care) and independent operators
Tighter margins than acute care. Heavy CMS scrutiny post-COVID. Often run with 1-2 maintenance staff. Infection control is existential — outbreaks close facilities. Decisions often pushed up to corporate when chain-owned.
Outpatient Clinics & Physician Practices
Single-suite practices to 50+ physician multi-specialty groups; many now hospital-owned
Mix of independent and health-system-owned. Office Manager often holds the keys to MRO buying. Smaller deal size but high volume of locations. Easier to access than acute care.
Ambulatory Surgery Centers (ASCs)
2-12 ORs typical; physician-owned, hospital JV, or corporate-owned (USPI, SCA, AmSurg)
OR turnover speed = revenue. Faster room turn = more cases = more money. Disinfection chemistry choice has direct P&L impact. Often more nimble than hospitals — physician owners want efficiency.
Behavioral Health & Psychiatric Facilities
30-300 beds; standalone (Acadia, Universal Health Services) or hospital-attached units
Ligature-resistant fixtures and tamper-proof products are non-negotiable. Different infection profile than acute care. Higher staff turnover. EVS staff often crosses into behavioral support roles.
Key personas you'll meet
5 researched personas for Healthcare. Each one carries its own vocabulary, pain-point ranking, and discovery question bank — used to make every brief persona-specific.