D2 Creative

Britton Shinn, VP, Strategy

Have you ever heard the phrase “wisdom of crowds”? It’s the idea that the consensus of a large group of people will outperform the judgment of any single expert. And, with the rise of Value Analysis Committees (VACs) in the 2010’s, it’s now also one of the main ideologies behind hospital purchasing decisions.

It’s not shocking to say that healthcare is expensive. As a matter of fact, I’d say at this point it’s a cliche. But the rising costs of healthcare affect hospitals too, and one of the places they feel it the most is medical device investments.

In fact, physician-preferred items alone can account for an estimated 40-60% of a hospital’s total supply costs, according to research published by the Association for Health Care Resource & Materials Management (AHRMM). To temper costs, many hospitals now use a Value Analysis Committee for their purchasing decisions. But how exactly do these committees function? And more importantly, how do MedTech companies' market to them?

What Do Value Analysis Committees Mean for MedTech Marketing?

With VACs, the name of the game is cross-functionality throughout the hospital. These groups bring physicians, nurses, administrators, supply chain specialists, risk mitigation specialists, and purchasing agents all into the buying process. Their goal? Proving that any new device, technology, or implementation makes sense clinically and fiscally to key stakeholders across the organization. Unfortunately for physicians and the companies that sell to them, this makes the process of getting new medical devices approved and adopted a lot more complicated.

VACs have become a major point of friction for MedTech marketing and sales teams, and it’s obvious why. While clinician champions remain a critical audience—often initiating the formal product evaluation request and advocating on a vendor's behalf—their clinical credibility is no longer the sole deciding factor.

To win approval, MedTech companies can’t just market and sell to physicians or clinical leadership. They need to ensure that their sales and marketing efforts are also communicating their value proposition to other key stakeholders within the VAC, such as supply chain, procurement, and quality/risk management. Marketing and sales messaging now must navigate the natural push and pull between care-focused end users and budget-conscious administrative decision-makers.

Breaking The Stalemate with Personalized Messaging

A question I get asked often is: How can I influence a VAC to approve a medical device? For context, I work at D2 Creative, an agency that specializes in MedTech marketing, combining audience and buyer behavior insight with messaging, campaign strategy, creative development, media execution, and performance tracking to help organizations reach and influence healthcare purchasers and influencers.

Based on experience, my answer is this: VACs want evidence that a product delivers value for every stakeholder involved in the purchasing decision. This means that your messaging and strategy needs to speak to each of these group’s specific pain points, while maintaining a consistent narrative that shows why your device is the best solution.

Audience segmentation is key to accomplishing this. Rather than treating the VAC as a single buyer, treat each stakeholder group as a distinct audience with its own priorities, questions, and concerns.

A multi-target approach has been what works best. Running targeted ads that zero in on each audience’s needs, writing emails that speak directly to different hospital audiences, and crafting bespoke landing pages for each group are common tactics that have driven success. I’ve seen this approach work firsthand for product launch and awareness campaigns, spanning everything from multinational healthcare giants to innovative MedTech startups.

Personalized touches make it easier to dive deeper into each VAC group’s specific issues because the points and benefits that matter to them aren’t fighting for the spotlight. It’s extra work, but the difference in engagement between a singular campaign approach and one thoughtfully divided among each segment is night and day.

Say the Right Thing, Then Say it Again

While we’re on the topic of consistency, it’s important to note that it applies not only to your campaign messaging, but also to how your sales and marketing teams deliver that message. VAC members rarely rely on a single source of information when evaluating new technology. Before meeting with a sales representative, stakeholders may have already visited your website, reviewed clinical evidence, read product materials, or spoken with colleagues and clinician champions.

When sales, marketing, and clinical teams communicate different messages, it creates uncertainty. When they communicate the same value proposition using the same supporting evidence, it reinforces credibility and helps build confidence in the product.

For MedTech organizations, this means aligning messaging across every touchpoint, from advertising and email campaigns to landing pages, sales presentations, clinical evidence, and field conversations. Consistent messaging helps stakeholders validate their research, reduces friction during evaluation, and strengthens the case for adoption throughout the VAC review process.

How to Successfully Market to Value Analysis Committees

Successful MedTech marketing to VACs requires a multi-stakeholder strategy that addresses the priorities of clinicians, supply chain leaders, finance teams, administrators, quality and risk management professionals, and other decision-makers involved in hospital purchasing decisions. While physician support remains important, most hospitals now require broader organizational buy-in before approving a new medical device, technology, or clinical solution.

The most effective campaigns combine audience-specific messaging with a consistent value proposition. Clinical stakeholders may need evidence of improved patient outcomes and workflow efficiency, while finance and supply chain teams may focus on cost savings, operational impact, standardization, and return on investment. By tailoring content to each audience while reinforcing the same core story, MedTech marketers can build consensus across the committee.

Ultimately, VACs are evaluating whether these large-scale purchases deliver meaningful clinical, operational, and financial value to the organization. Companies that clearly communicate that value throughout the buying journey are better positioned to earn stakeholder buy-in, support physician champions, and improve their chances of approval.