The trust threshold is higher, the buying cycle is longer, the buyer is more risk-averse, and the regulatory context is more complex. A brand that doesn't demonstrate domain knowledge — through its language, its proof points, and its understanding of clinical workflows — is filtered out before the product ever gets evaluated. Healthcare institutional buyers make the same pattern-match decision as any other enterprise buyer, but with a higher bar. A brand that looks like a consumer wellness company will not survive the first thirty seconds of a hospital CIO's evaluation, regardless of how good the product is.
