How We Built a Successful Healthcare Appointment Setting Campaign
October 5, 2016
Connecting with key decision makers is difficult in any industry, and healthcare is no exception. Upon developing a recent healthcare appointment setting campaign for a Fortune 100 medical equipment manufacturer, Intelemark managed to generate new leads resulting in $11 million in revenue.
And we did it in under 90 days!
Those results were a direct consequence of methodical planning, industry expertise, and a willingness to step back and consistently analyze the success of our efforts. Here’s the play-by-play on how we made it happen:
1. Ongoing training and feedback
One of our challenges on the campaign was connecting with busy hospital staff members. The individuals we needed to reach weren’t always available at predictable times. What’s more, they frequently use gatekeepers to screen calls. We had to deliver the right message to the gatekeeper in addition to the targets themselves.
Ongoing training and feedback helped us get there. The agents we assigned to the campaign collaborated amongst themselves and with management, asking questions, receiving feedback, and striving for quality improvement. These efforts, combined with targeted messaging, enabled us to identify the best ways to engage gatekeepers, obtain the information we needed, and connect with specific targets.
2. Using a survey to qualify leads
Lead qualification is about asking specific questions in an effort to determine whether a given contact is a potential customer or client. You’re surveying certain people and connecting them with a salesperson (or not) based on their responses.
That being the case, we decided to use a survey to qualify these leads. By asking key staff members about the status of certain pieces of medical equipment, we were able to ascertain whether there was a business need for our client’s solution and whether a target was ready to meet with a salesperson. A survey also gives targets the opportunity to contribute valuable information that will be incorporated into a larger dataset.
Even when targets aren’t ready to talk with a salesperson, a survey can be a valuable exercise. You’ll be able to determine if and when an organization will have a need for your product or service, and you can make a note to follow up at an appropriate time.
3. Valuable insights for targets
Using the survey results, we were able to inform many targets about service issues that needed their attention. In some cases, these issues warranted investments in new equipment. Even when the survey did not result in new leads for our client, we were able to provide targets with useful insights about medical equipment, solidifying our client’s brand as a valuable source of information.
We also selected agents with experience in the healthcare industry and provided thorough training on the client’s brand and product suite prior to beginning the campaign. As a result, agents were able to speak convincingly (and accurately) about equipment at healthcare facilities.
We were very productive, with agents handling the campaign completing over 90 surveys with decision makers at hospitals. The number of calls necessary to produce this many surveys was much greater, with only a percentage of calls resulting in completed surveys. You can start to see why perseverance is so important!
However, we did connect the client with appointments that resulted in more than $11 million in new equipment sales. We did this by qualifying the prospects and making sure that the appointments we set were potential revenue opportunities.
To learn more about how our healthcare appointment setting campaign helped this Fortune 100 company meet sales goals, download the complete case study today!