May 30, 2023
Med device is easy! Say I’m selling endoscopic camera systems to surgeons…
Who else is involved with the deal? –
- Theatre manager – Has to allow me in to demo
- Nursing staff – Also use the product in theatre
- Procurement team – Have to complete the paperwork process to make the deal happen
- Surgeon – Champion. Has to want the product
- Surgeons registrar (junior doctors) – Also use the product
They should all have their own thread so that you have visibility across the account. Obviously more effort goes into the surgeon (champion) and probably the procurement team as well. They are your Major ICPs. The others are Minor ICPs.
What I’ve outlined there would be a “top down” approach. 
