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Dr. Philip Kotler Value-Based Marketing


COVID-19's Impact on Hospital Purchasing & 
Value Analysis


Based on a survey of 155 hospital decision makers and stakeholders serving on value analysis committees (aka VACs, or VATs), this year’s study delves into the impact Covid-19 has had on goals, operations, and vendor relations. We explore areas of particular interest to suppliers, including:

  • Steps hospital VACs & Purchasing are taking to cut spending & manage risk; 
  • Has the pandemic permanently changed how VACs conduct busines & engage with vendor salespeople?
  • How VACs view suppliers’ responses during the COVID-19 crisis;
  • How the pandemic has created new opportunities to grow sales and deepen customer relationships. 

Findings are broken down by variables such as hospital size, type, and respondent job role.

For details, download the Executive Summary, Table of Contents and List of Figures (pdf)

Each chapter’s findings highlight key takeaways, presenting recommended actions for supplier sales and marketing teams. 

If you have any questions, feel free to email


Title: COVID-19's Impact on Hospital Purchasing &
Value Analysis

Publication Date: February 2021

Length: 47 pages

Geographic Coverage: United States




1 User:
5 Users:
Enterprise: $2,950



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