Business Development in HealthTech: Building a High-Performing Business Development Strategy Through Buying Center Analysis

This case study is based on a fictional company and product, created for educational purposes. The situations described are inspired by practices observed in the "HealthTech" sector, particularly in a complex sales context involving multiple members. Learners conduct a real-life investigation using a range of documents to identify the members involved in the decision to purchase the NeoBirth robot, a medical device designed for obstetrics. They follow the investigations of Élodie Roussel, a young business developer at Meditech Robotics, who is working to identify a business opportunity at the Clinique des Vignes in Villefranche-sur-Saône in the Beaujolais region of France. The various documents made available to them trace her initial interactions with the members of the buying center, as well as with stakeholders in the context of this potential sale.
This case study provides a practical opportunity to explore the organisational purchasing decision-making process through the concept of the buying center. It enables students to learn how to identify the members within the buying center according to the categorisation by Webster & Wind (1972b). Drawing on the methodology of Bélorgey & Mercier (2024), learners then carry out an in-depth analysis of the weight, preference and accessibility of each member. This analysis takes the form of a buying center map, a visual tool for representing influence relationships and prioritising sales actions. Based on this analysis, they develop a relevant and personalised sales approach, tailored to the context of complex sales. The case study thus promotes the acquisition of analytical, strategic and persuasive skills essential in B2B.

Discover the complexity of the B2B "customer";
Learn to select strategic information from multiple sources;
Synthesise multiple perspectives within the B2B context;
Analyse the feasibility of a commercial approach;
Categorise the members in a buying center according to a recognised academic framework in B2B literature;
Learn how to construct a convincing sales pitch;
Anticipate a prospect's objections;
Develop skills to present and defend a business development strategy orally in a managerial context.

Business development, sales, B-to-B, B2B, buying center, prospecting, healthtech, medical robot

Students at business schools, universities or continuing education institutions;
Third-year bachelor's degree or equivalent, as well as first- and second-year master's degrees;
Courses focused on marketing, sales or business development.

Manufacture of medical, surgical and dental equipment

Duration of use: 6 hours. Two slideshows (debriefing and mapping). Examination case study

Année de la problématique : 2026

Livraison : Livraison par lien de téléchargement

Nombre de pages : 12