In this case the physician suggests buying the product, a particular joint repla

Question

In this case the physician suggests buying the product, a particular joint replacement device made by Stryker for the first time. The individual that first suggest buying the product or the service is called initiator. Hence the physician plays the role of initiator in this buying process.

In the scenario the physician is trying for a straight re buy of the product. Straight re buy involves making repeated purchase of a product that has generated a positive experience and good past evaluations. Here the physician is using the Stryker device for years and he feels it is reliable and the best. He recommends the device based on his experience and trying for a straight re buy of the product.

Explanation / Answer

Recently Community Hospital of Bakerstown has decided to form a buying committee comprising administrators and physicians. The physicians represent the major service lines within the organization. The administrators are the VP of Nursing Services, the Director of Operations, and the CFO. A member of the board who also serves on the hospital budget and capital committees and a representative as a board member sit on each major hospital committee. The head of orthopedics at the previous evening meeting has recommended that the hospital purchase a particular joint replacement device made by Stryker. The orthopedic department has actually used several different devices. Over the past year, the hospital has asked the department to pare down the number of alternatives when possible. At the meeting, the surgeon was asked if this was the recommended supplier by the department. “No,” he answered. “I have used a Stryker device for years and they are reliable and really the best.” What role does this physician play in the buying committee process? What has occurred in this scenario?

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