In the ever-evolving world of healthcare, digital health prospecting has become an essential strategy for success. With the increasing significance of the digital health market, healthcare companies seek effective ways to reach their target account and generate qualified leads.
This is where account segmentation and targeting come into play. By understanding the importance of segmentation and the challenges of reaching diverse accounts in the digital era, healthcare businesses can create a more targeted and impactful approach to their prospecting efforts.
A Closer Look at Digital Health Prospecting
Digital health prospecting is the process of identifying and reaching out to potential customers for digital health companies.
It allows you to harness the power of digital platforms and technologies to generate leads and increase sales in an environment where consumers increasingly turn to digital channels for health information and solutions.
However, reaching and engaging potential accounts in the digital era can be complex and challenging. The sheer volume of information available to healthcare professionals can be overwhelming, making it difficult to cut through the noise and capture their attention.
That's where target segmentation or account segmentation comes in.
The Power of Account Segmentation
Account segmentation is the practice of dividing a larger account into smaller, more specific groups based on characteristics such as demographics, behavior, and interests. This allows digital health companies to target the groups most likely to engage with their products or services, resulting in more effective prospecting and marketing.
Account segmentation also allows digital health businesses to tailor their prospecting and marketing efforts to each group, resulting in more effective communication and engagement. By understanding each segment's unique needs, preferences, and pain points, businesses can deliver targeted messages and solutions, increasing the likelihood of generating quality leads.
Identifying Key Accounts
Within the digital health industry, there are various account groups that healthcare companies should target. These groups may include med tech companies, medical device manufacturers, or digital health startups.
Healthcare businesses can prioritize their prospecting efforts by identifying these key account groups, focusing on those most likely to benefit from their products or services. Targeting specific groups allows for better alignment and a higher likelihood of success.
According to Medesk, there are several ways to describe target accounts. Most likely, you can group them into four main categories:
Who Are Key Accounts or Decision-Makers in Healthcare?
Stakeholder analysis in digital healthcare prospecting aims to identify key individuals or groups who have the potential to influence the success of a project. This analysis encompasses both internal and external stakeholders and plays a significant role in ensuring project alignment and success.
Stakeholders can be diverse, including customers, employees, suppliers, investors, partners, government organizations, public institutions, and other organizations interested in healthcare and patient outcomes.
The interest and power grid can be utilized to understand stakeholders' importance and influence. This grid categorizes stakeholders based on their interest levels and power to influence the project. Stakeholders can fall under four categories: low-interest, low-power; high-interest, low-power; low-interest, high-power; and high-interest, high-power. Understanding these categories enables project managers to prioritize stakeholder engagement and make informed decisions.
Source: Quality Gurus
C-Level Leaders
Among these stakeholders are C-Level Leaders, including Chief Medical Officers (CMOs), Chief Information Officers (CIOs), and Chief Executive Officers (CEOs), who wield significant influence with regard to strategic and financial implications of purchasing decisions.
Product Developers
Product developers focus on technical aspects such as compatibility, efficiency, ease of use, and effectiveness in addressing healthcare-related challenges.
Investors
Investors, such as venture capitalists and private equity firms, view the potential return on investment and growth opportunities offered by a product or solution as key drivers for investment.
End Users
Healthcare organizations, comprising hospitals, clinics, nursing homes, or outpatient facilities, represent end-users and prioritize product patient outcomes, cost-effectiveness, and ease of implementation.
Regulatory Bodies
Regulatory bodies, such as the Food and Drug Administration (FDA) in the US, play a vital role in the healthcare purchase process by providing guidelines and approval for products and solutions necessary to ensure safety, effectiveness, and quality.
Tools and Resources for Segmentation
Digital tools and resources can aid account segmentation and effectively identify target groups. In real-time, these tools allow healthcare professionals to collect and analyze data on their account's characteristics, behaviors, and interests.
How It Works
At Binnovate Digital, we utilize a comprehensive suite of tech tools to engage with prospects effectively across three stages: Research, Awareness, and Consideration.
Research Stage
In the Research stage, we employ the highly refined CMO method to identify potential cohorts and connect with decision-makers in the digital health industry. This strategic approach ensures that our outreach is personalized, effective, and tailored to meet the unique needs and challenges of healthcare professionals.
During the prospecting process, we leverage LinkedIn Sales Navigator, Apollo, and Seamless to extract key contact details such as names, email addresses, and LinkedIn profiles. To ensure accuracy, we use Apollo, Anymail Finder, Bounceless, and Seamless to filter, verify, and refine the collected contacts, guaranteeing that the information we gather is correct and active.
Awareness Stage
Once we have a confirmed prospect list, we input the data into Mailshake, our email marketing center. This marks the beginning of the Awareness stage, where we send the prospect list an email sequence consisting of three to five emails per cohort. These emails contain our unique value proposition and offer, introducing them to Binnovate and our prospecting system.
The subsequent email sequences go beyond mere introductions. We delve into the specifics of how we can drive their revenue growth and achieve long-term results over the next 36 months. The ultimate goal is to entice them to reach out to us through Calendly.
When a point of contact is established through Calendly, we add them to Close, our CRM tool. Close allows us to maintain a comprehensive record of all crucial information and interactions with our prospects. Whether it's referencing previous conversations held months ago, we have a complete history readily accessible.
Consideration Stage
However, if prospects don't book a call during the Awareness stage, we pivot to a FOMO (fear of missing out) email sequence. These emails highlight the potential missed benefits of partnering with us, emphasizing the advantages of engaging a prospecting company with proven tools and inside sales experience. We make a final persuasive effort to convince them to book a call.
Ultimately, our goal is to guide prospects towards Close, our CRM tool, allowing us to connect with them and manage our relationship effectively. Our comprehensive tech toolbox and systematic approach ensure that every step of the prospecting process aligns with our clients' goals and leads to successful outcomes.
Creating Targeted Marketing Campaigns
Creating marketing campaigns tailored to specific account segments involves understanding their needs, preferences, and behaviors. Data and interactions with these accounts can help develop campaigns that resonate with them and increase engagement.
This approach ensures that healthcare companies can measure their impact and gain insight into what resonates with their target account, allowing them to improve and scale their efforts while engaging effectively with their customers.
Case Studies: Successful Digital Health Prospecting
Case Study 1: RenalTracker B2B2C Patient Leads
Goal: Book meetings w/ potential customers: dialysis clinics & ACOs
Objectives: a. Have a scalable outreach system with clinics, hospitals and care orgs
b. Decrease cost per lead by 50%
1,600% increase in weekly leads and a steady 73% decrease in lead cost in 6 months
Case Study 2: Augmented Reality Industry
Baseline: Pre-product-market fit, No scalable system, Time-consuming One-on-one outreach.
Goal: Get sales appointments with potential customers within 4 weeks
Objectives: a. Find alignment in marketing message and first-mover niche
b. Book appointments with potential customers
Case Study 3: RenalTracker Fundraising
Goal: Fundraising. Founder-to-VC introductions.
Objectives: a. Have a scalable outreach process and system to book appointments with founders and VCs.
Up to 90% open rate and 17% reply rate using Binnovate prospecting system
Entrust Your Healthcare Prospecting to a Team with Inside Sales Experience and Tools
Are you tired of struggling to reach healthcare decision makers and generate quality leads for your business? Look no further - Binnovate Digital is here to revolutionize your sales outreach and prospecting journey. Our targeted, account-based marketing approach through our proprietary Healthcare Sales Operating Playbook, known as the CMO Method, guarantees a game-changing solution for your healthcare B2B sales prospecting needs.
The CMO Method
The CMO Method is a strategic framework that leverages artificial intelligence and a full-service team to help healthcare innovations generate pre-qualified leads. What sets us apart is our pre-nurtured relationships with decision makers in select hospitals and specialty clinics. This unique advantage allows us to implement a "pay only for qualified calls taken" policy, eliminating waste spending and ensuring that you pay only for the leads that meet your criteria.
By partnering with Binnovate Digital, you can expect to see remarkable results. Our clients experience double the leads and appointments in just 6-8 weeks, with sales cycles reduced by 50%. Our specialized, AI-assisted outreach team decreases lead generation costs, saving your valuable resources. And with our guarantee of ROI within 6-10 months, you can rest assured that your investment will pay off.
Get in Touch with Our Healthcare Prospecting Team
Don't let the fear of missed sales targets or the misconception that any lead generation service can deliver the same results hold you back. Binnovate Digital brings a level of expertise and industry knowledge that goes beyond what can be achieved on your own or with less specialized agencies or tools.
Avoid expensive alternatives like hiring a full-time internal team or working with larger, more established lead generation agencies. Instead, choose Binnovate Digital and benefit from our proven-effective prospecting system and commitment to generating quality leads with a noteworthy ROI.
It's time to take your healthcare B2B sales prospecting to new heights. Contact us now and let Binnovate Digital be your partner in success.