Your Hospital Says No to Innovation: Here's How to Change That

Hospital technology approval remains a formidable barrier to the adoption of surgical innovations. Despite compelling clinical evidence, technology requests frequently face rejection based on flawed economic models that emphasize the pricing of incumbent technology and time savings in the operating room over genuine value creation. This article provides a strategic framework for winning hospital approval by applying Economic Value to the Customer (EVC) principles and strategies to address managerial agency problems. This approach transforms technology evaluation from frustrating cost-focused rejection to value-centric approval that benefits surgeons and patients seeking access to innovation and vendors requiring market penetration.