🗓️How and when to sell to the NHS

Summary

• This guide breaks down the NHS’s unique April-to-March financial calendar and shows HealthTech companies how to time their outreach, proposals, and engagement efforts accordingly.
• It emphasizes the importance of understanding the NHS’s seasonal rhythms—from quiet summer months to frantic pre-year-end activity—and tailoring your commercial approach to match.
• By aligning with procurement, planning, and budgeting milestones, innovators can avoid dead periods and maximize their chance of NHS traction.

What this carousel covers

• A month-by-month roadmap of NHS decision-making patterns, budget planning, and engagement windows
• Strategic recommendations for each season: when to push sales, when to prioritize relationship building, and when to support pilots or case study development
• Tips for making yourself “procurement-ready” in peak windows—such as sharing business case templates, pricing info, and delivery plans
• A reminder that successful NHS engagement is less about a constant push and more about timing, patience, and partnership

Key takeaways

• The NHS doesn’t run on a calendar year—structure your strategy around April–March, not January–December
• September to December is prime time for business case development; January to March is peak for closing deals
• Use the summer lull to build relationships, gather case studies, and apply for awards
• Timing is everything: be present, persistent, but never pushy—let your rhythm match theirs for sustainable traction