In Episode 3 of the Value Analysis Expert Series, titled From Friction to Partnership: Rethinking Supplier Deals in Healthcare, I had the privilege of sitting down with three of the most experienced minds in the field: Barbara Strain, Jenell Robinson, and Terri Nelson. Together, we unpacked what happens when suppliers and value analysis teams do not speak the same language – a common challenge in the healthcare value analysis process.

Too often, organizations enter hospital procurement conversations either unprepared or overly rigid. Some suppliers throw everything at the wall and hope something sticks. Others show up with outdated playbooks and no flexibility. But hope is not a strategy. And value analysis in healthcare is not just about getting a product approved; it is about aligning the right solution, at the right time, for the right patient population.

Throughout our conversation, it became clear that the most effective supplier relationships in healthcare are built on shared goals, mutual respect, and a solid understanding of both care delivery and clinical evidence. Implementing a sustainable decision-making process is one example of how value analysis can serve as a strategic bridge rather than a barrier. Strategic supplier engagement means approaching value analysis teams as partners in outcomes, not as obstacles in the sales process.

We also discussed how outdated healthcare contracting strategies and rigid volume-based commitments can fail to reflect evolving standards of care. Markets shift, patient needs change, and a contract that made sense two years ago may no longer support value-based healthcare priorities today.

The key takeaway? Whether you’re a supplier or provider, success comes from engaging in transparent, proactive discussion. If you want to be seen as a trusted partner in medical device contracting, demonstrate that you understand not just the product, but also the people, workflows, and realities behind adoption.

Stay tuned for more insight on navigating healthcare procurement and building better partnerships that benefit patients, providers, and suppliers alike. Learn more about the Value Analysis Committee member’s roles and needs on our Value Analysis eXpertise page.