Healthcare outreach is critical for medical device companies to increase visibility and stay competitive. Medical device companies must ensure that they have effective strategies to reach the right audiences: healthcare professionals, clinicians, and patients. With an effective outreach program, medical device companies can successfully promote their products and services, build relationships with target customers, and create more opportunities for sales.
What is Multi-Channel B2B Healthcare Prospecting?
Multi-channel B2B healthcare prospecting is a strategy used by medical device companies to reach out and engage with potential customers through multiple channels. This includes emails, phone calls, direct mail campaigns, online ads, social media platforms, events, content marketing, and more.
Setting Up a Multi-Channel B2B Healthcare Outreach
Understanding the Target Audience
When we have our intake discussions with clients, the usual case is that most are very knowledgeable about the product and its features, but connecting it to the ideal customer profile’s benefits is usually unclear, undocumented, or worse, non-existent.
That’s why we always put ample time and attention into elucidating this part of each campaign.
The first step in setting up a multi-channel healthcare outreach program is identifying the target audience. It’s important to understand who the customers are, what they need, and how your medical device company can meet their needs.
At Binnovate Digital, we do this by creating a persona for your ideal customers. We identify reasons to use and buy your product, and develop a customer profile which contains their personality, interests, and skills.
Highlighting the Unique Value Proposition
After having a comprehensive profile of the target audience, we need to highlight the unique selling points of the medical device. This will help to differentiate the medical device from others in the market. The Unique Value Proposition (UVP) must capture the features, benefits, and advantages of the product or service that appeal to potential customers.
Building Relationships with Key Hospital Decision-Makers
In addition to engaging with potential customers, medical device companies should build relationships with key decision-makers such as hospital administrators and physicians. This will help ensure the company’s products and services are considered in the decision-making process.
Binnovate Digital implements a 9-method outreach on your behalf to build and maintain relationships with key decision-makers. This method involves using multiple touch points in the outreach process, including email sequences, LinkedIn connections, video campaigns, personalized video messages, voicemail drops, and cold calls.
Doing so ensures that we meet decision-makers wherever they are, at the most convenient hours during their busy work days. It can be difficult to reach these people because of their hectic schedules, so it is important to find different ways of reaching them so that you can get their attention and bring the most value during that brief period.
Compliance and Regulatory Considerations
It is essential to ensure that medical device companies meet all healthcare regulations when engaging in outreach activities. This includes understanding the legal and ethical implications of their outreach strategies.
Medical device companies must also consider industry-specific rules and regulations pertaining to direct-to-consumer marketing, privacy policies, patient data management, patient consent, and clinical trial protocols. Understanding the requirements for compliance can help medical device companies avoid potential legal issues.
Use a Tried and Tested Multi-Channel Approach to Double Your Sales Appointments
By using a multi-channel approach to healthcare outreach, medical device companies can increase customer engagement and drive more sales opportunities. At Binnovate Digital, we use a multi-channel approach for your healthcare outreach plan. Our proven 9-method outreach increases visibility and doubles your chances of landing sales appointments with qualified leads.
Watch this video to learn more about how you could double your healthcare sales appointments in 4-6 weeks with a fully-compliant prospecting team, tools and proven-effective funnels. You may also book a discovery call with one of our strategists.