A complete guide to NHS procurement for healthcare technology vendors

The NHS represents one of the largest unified healthcare markets globally. For healthcare technology vendors, successfully navigating NHS procurement processes is crucial for market entry and growth. However, the complexity of procurement routes, frameworks, and evaluation criteria can present significant challenges for both new and established suppliers.

Understanding the NHS procurement landscape

The NHS procurement environment has evolved significantly in recent years, shaped by policy initiatives aimed at improving efficiency, reducing costs, and driving innovation. The NHS Long Term Plan emphasizes digital transformation, creating substantial opportunities for technology suppliers who can demonstrate clear value propositions aligned with NHS priorities.

Post-pandemic, there’s been increased focus on streamlining procurement processes while maintaining robust governance. Most NHS trusts are now using digital procurement systems, representing a fundamental shift in how technology purchasing decisions are made and managed.

The creation of integrated care systems (ICSs) has added another layer to procurement considerations, with growing emphasis on system-wide technology solutions rather than individual trust purchases. This shift requires vendors to think strategically about how their solutions can deliver value across entire care pathways. At Highland Marketing, we’ve helped numerous technology companies adapt their propositions to address this evolving landscape through our market analysis services.

Major procurement routes and strategic approaches

NHS frameworks represent the primary route to market for many healthcare technology vendors. These pre-approved supplier lists operate with agreed terms and conditions, but success requires more than simply gaining a place on the framework. As demonstrated by Alcidion’s successful entry into the UK market, vendors need a comprehensive strategy that combines technical excellence with effective communication of value.

“The market saw a confident Australian business in the UK market, with a strength of proven successes in the UK, Australia and New Zealand, and a relevant product to help modernise and advance digital strategies in the NHS,” says Lynette Ousby, Alcidion’s UK managing director. Their integrated approach to market entry combined clear value proposition development with effective stakeholder engagement.

Our experience shows that vendors often struggle to identify which frameworks offer the best route to their target market. Through our market analysis services, we help companies evaluate framework opportunities against their strategic objectives, considering factors such as framework scope, lot structure, and competitive landscape.

Direct tender opportunities present another significant route to market. These opportunities require careful monitoring and swift response capabilities. Highland Marketing’s procurement specialists work closely with vendors to identify relevant opportunities and develop compelling responses that align with NHS priorities and evaluation criteria.

Building compelling value propositions

C2-Ai’s successful procurement journey provides valuable lessons in effective value proposition development. Their innovative approach to waiting list management secured a first-of-its-kind ICS-wide contract by clearly demonstrating measurable impact on NHS challenges. Their success was built on several key elements:

“It was absolutely vital and important to us that we were able to demonstrate that actually this is as much an NHS win, as it is for ourselves,” explains Dr Mark Ratnarajah, C2-Ai’s UK managing director. This focus on mutual benefit, supported by clear evidence and metrics, proved crucial in procurement discussions.

Through our building brands services, we help vendors develop and communicate value propositions that resonate with NHS decision-makers, following proven approaches like C2-Ai’s success story.

Sales acceleration and stakeholder engagement

CommonTime’s experience demonstrates the importance of effective sales engagement in NHS procurement. Initially struggling to scale their mobile solutions business, they engaged Highland Marketing’s sales acceleration services to build qualified leads and secure meetings with key decision-makers.

The results were significant: “Highland Marketing sets itself apart from others by having the experience and gravitas to be taken seriously by the people we want to engage with,” says Steve Carvell, head of public sector at CommonTime. Their campaign delivered consistent results, generating qualified appointments with senior NHS stakeholders.

Evidence-based procurement success

Evidence plays a crucial role in NHS procurement decision-making. Beyond technical specifications and functionality, procurement teams increasingly demand robust evidence of solution effectiveness, real-world impact, and proven implementation success. Through our telling stories services, we help vendors develop comprehensive evidence packages that support procurement success.

Successful vendors focus on building robust evidence across multiple dimensions – from technical performance and clinical outcomes to operational efficiencies and cost benefits. This multi-faceted approach to evidence helps procurement teams build compelling business cases and secure stakeholder buy-in. Through careful data collection, analysis, and presentation, vendors can demonstrate tangible benefits that resonate with different stakeholder groups across the NHS.

The most effective evidence packages combine quantitative metrics with qualitative insights from users and stakeholders. This balanced approach helps procurement teams understand not just what a solution can do, but how it works in practice and the real impact it has on staff and patients. Our experience shows that this comprehensive approach to evidence significantly improves procurement outcomes.

Implementation planning and risk management

Implementation planning and risk management represent critical elements in successful NHS procurement. Through our telling stories services, we’ve helped numerous vendors demonstrate robust implementation capabilities that address key NHS concerns. Parsek’s experience entering the UK market illustrates the importance of comprehensive implementation planning.

As Janez Bensa, chief executive of Parsek, explains: “We started looking at our UK market entry in 2017. At the time, we saw the NHS as one of the most positive health systems for us. It had payers and providers in the same system, and a commitment to taking a regional approach to collaboration and patient engagement.” However, they quickly learned that successful procurement required detailed implementation planning that addressed specific NHS requirements around integration, data management, and clinical workflows.

VR-EP’s successful implementation of their virtual reality training platform for paramedics demonstrates why thorough planning matters across every aspect of implementation. Their approach included careful consideration of clinical engagement, training requirements, and technical infrastructure.

As Kevin Gordon, director for VR-EP explains: “We involved the customer, we involved the client in those discussions. So they’ve been super supportive on this journey.” This collaborative approach to implementation planning proved crucial in securing procurement success, with the company successfully launching its ParaNatus solution and generating significant interest from potential NHS customers.

Building long-term success in NHS procurement

Success in NHS procurement requires more than understanding processes – it demands a comprehensive approach combining market understanding, stakeholder engagement, and effective value communication. As Johnathan Pascall, EMEA sales director for ANCILE Solutions notes: “If you work in healthcare IT, and you need some marketing support, as far as I am concerned, there’s only one option and that’s to work with Highland Marketing.”

Our integrated approach combines market analysis, brand building, storytelling, and sales acceleration services to support vendors throughout their NHS procurement journey. From initial market entry through to established supplier status, we help healthcare technology companies achieve their objectives in this complex but rewarding market.

For support with your NHS procurement journey, contact our team to discuss how our expertise can help you achieve your objectives in the NHS market. Our proven track record of supporting successful healthcare technology vendors demonstrates our ability to help you navigate the complexities of NHS procurement effectively.