Channels and Customer Relationships
Also known as: Go-to-Market, Distribution, Sales Channels
H-BMC Block 9 — how the solution reaches stakeholders and what ongoing relationships sustain adoption.
Full Definition
Channels describes the pathways through which the solution reaches users, economic buyers, and influencers — direct sales, distribution partners, conference presence, clinical study publication, KOL relationships. Customer Relationships describes what ongoing engagement is required to drive adoption, reduce churn, and generate referrals. In healthcare, channel strategy is significantly shaped by the length and complexity of the sales cycle.
Example
A medical device company reaches economic buyers through a direct enterprise sales force, reaches clinical users through hands-on training programs, and reaches KOLs through an investigator-initiated study program that generates clinical publications.