As the industry undergoes a digital transformation, professionals in medical sales find themselves navigating a complex and dynamic environment. In this blog, we will explore the intricacies of the digital health and medical sales cycle, shedding light on the importance of targeted healthcare sales prospecting. As technology continues to reshape the way healthcare is delivered, understanding and mastering the nuances of the sales process is essential for those seeking success in this dynamic and competitive field.

Account-Based Marketing as an Approach to Healthcare Sales Prospecting

Binnovate Digital takes an ABM approach to healthcare sales prospecting, a strategy designed specifically for the digital health, medical device, and healthcare professionals looking to close deals with qualified leads.

In an industry where reaching decision-makers can be a daunting task, Binnovate Digital's ABM approach revolutionizes the lead generation process. By targeting potential customers with precision and personalization, we ensure that your message resonates with the right people at the right time.

Our ABM methodology identifies key accounts within the healthcare industry and tailors our sales approach accordingly. Through extensive research and segmentation, we pinpoint the hospitals, specialty clinics, and healthcare facilities that align perfectly with your product or service.

Once we've identified these target accounts, we employ a multi-channel approach to engage with decision-makers directly. Our specialized team utilizes email, social media, and content marketing to deliver personalized messages that effectively communicate the value proposition of your digital health or medical device solution.

What sets Binnovate Digital apart is our ability to nurture leads and build meaningful relationships with healthcare decision-makers. Through our pre-nurtured relationships with key contacts in select hospitals and specialty clinics, we ensure that your outreach efforts are met with open doors and eager ears.

With our Account-Based Marketing approach, you can forget about wasting resources on ineffective strategies. Our proven-effective prospecting system, coupled with our AI-assisted outreach team, guarantees a cost-efficient lead generation process that yields real results.

By focusing on the right accounts, generating qualified leads, and leveraging personalized marketing messages, Binnovate Digital empowers you to shorten your sales cycles and close deals more effectively. Our goal is to equip you with the tools and strategies needed to navigate the complex healthcare sales cycle and achieve a significant return on investment and our AI-assisted outreach team.

Who Are Key Accounts or Decision-Makers in Healthcare?

You can identify and connect with the key decision-makers in hospitals, clinics, and care organizations through extensive research and gathering.

The scenario revolves around researching and gathering contact information for these decision-makers. By utilizing powerful tools and resources, you can build a comprehensive prospect list with precision, ensuring accurate contact information. Who should we target?

C-Level Leaders

Each of them has a unique role, and their decision-making influence varies. The C-level leaders, including Chief Medical Officers (CMOs), Chief Information Officers (CIOs), and Chief Executive Officers (CEOs), often hold the final say in purchasing decisions, basing their choices on strategic and financial implications.

Product DevelopersProduct developers, on the other hand, are primarily concerned with the technical aspects of a product or solution. They need to ensure that the chosen solution is compatible with existing systems, can effectively address the problem at hand, and is user-friendly for healthcare practitioners.

Investors

Investors, including venture capitalists and private equity firms, are critical stakeholders in the healthcare space. They are driven by the potential return on investment and growth opportunities a product or solution may bring.

Healthcare Organizations

Healthcare organizations, comprising hospitals, clinics, nursing homes, or outpatient facilities, reflect the end-users of the product or solution. Their preferences heavily depend on patient outcomes, cost-effectiveness, and ease of implementation.

Regulatory Bodies

Regulatory bodies, such as the Food and Drug Administration (FDA) in the U.S, play a crucial role in the healthcare buying process. Their guidelines and approval are essential to ensure the safety, effectiveness, and quality of the products or solutions. They also set the industry standards for medical devices and digital health tools. Successful healthcare prospecting requires a comprehensive understanding of these diverse stakeholders, their priorities, and requirements. These stakeholders and decision-makers are often hard to reach, making it difficult to build an effective case for why a product or solution should be chosen.

Why Are They Hard to Contact?

These decision-makers are often hard to contact due to several reasons. First, their time is highly occupied, as they are engaged in critical roles that require serious commitment and attention. Second, they are frequently inundated with high sales pitches, making it difficult for new propositions to stand out and be considered. Lastly, the complex nature of healthcare products and solutions often necessitates a highly specialized understanding, making effective communication challenging.

The result? Long, unpredictable, and expensive sales cycles. The unpredictable and lengthy sales cycles associated with traditional methods of healthcare prospecting can be a nightmare for companies. With lengthy purchasing processes, companies often struggle to stay afloat in the current market dynamics and face the risk of falling behind competitors. Furthermore, due to the high costs associated with healthcare, any mistakes in the prospecting process can be extremely costly. Thus, breaking through these barriers requires a well-strategized approach that aligns with the specific requirements of stakeholders and decision-makers and communicates the unique value proposition effectively.

Building a Highly Targeted Prospect List in B2B Healthcare Prospecting

Building a highly targeted prospect list is essential for successful lead generation in the healthcare industry. With an accurately curated list, you can focus your outreach efforts on those with the authority and influence to make purchasing decisions.

Binnovate Digital has access to professional networks and connections to help digital health and medical device companies reach the right audience. We use internet-based targeting to capitalize on the intent of our specific customer base. Our parameters include how active they engage in industry topics, discuss, comment, and share industry trends, or whether they join related groups. We also look at the information on their LinkedIn profile. We also utilize a refined filtering process to look for the right people. We painstakingly identify and clean prospects for better open and conversion rates.

A Proven Effective Method of Prospecting in Healthcare

At Binnovate, we 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 contact us through Calendly.

When a point of contact is established through Calendly, we add them to Close, our CRM tool. Close lets us 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.

Cohort-Messaging-Offer for Sales Success

Binnovate’s Cohort, Message, and Offer (CMO) process is a tested sales process based on ABM, specifically designed for healthcare. It originated from our management team’s previous experience in the digital health field—growing a nephrology product from Amsterdam to the US, now into the clinical validation phase, and has raised $2.2M to date and closed its first 2 enterprise healthcare clients.

Our CMO process is a finely-tuned strategy designed to connect with decision-makers in the healthcare industry. This structured approach ensures that our outreach is highly effective, personalized, and aligned with the unique needs and challenges of different healthcare professionals.

Here's what CMO means and how it works:

Cohort Identification

Our journey begins with meticulous cohort identification. In the healthcare sector, there's a diverse array of decision-makers, from C-level executives (above-the-line) to managers and supervisors (below-the-line).

To maximize our impact, we don't adopt a one-size-fits-all approach. Instead, we create distinct ideal customer titles and profiles for each category of decision-maker. These profiles are based on their roles, responsibilities, pain points, and goals.

Personalized Messaging

Crafting compelling messages that resonate with each cohort is where Binnovate Digital truly excels. We recognize that generic and one-size-fits-all messages simply don't cut it in the healthcare industry.

That's why we take a personalized approach, carefully crafting targeted messages that directly address each cohort's unique pain points, aspirations, and priorities. We aim to capture attention, ignite interest, and drive a meaningful response. With our expertise and dedication, we ensure your messages stand out and make a lasting impact. 

At Binnovate, we use carefully crafted messages to yield high open and response rates. Generic messages are less likely to get a response than messages that are tailored to the individual recipient. When crafting your messages, be sure to mention something that you have in common with the prospect or something that you know they’re interested in.

Binnovate Digital uses personalized messaging to land a strategy call with the president of a healthcare program company using (1) scalable personalized outreach, (2) strong and relevant case studies, and (3) a compelling CTA.

The Offer

The last step in our healthcare sales prospecting is the offer. The offer is the strategic approach we employ to tailor our services and products to healthcare sales prospects' specific needs and interests. Rather than creating entirely new offers, we focus on personalizing the offer based on the identified cohort. 

For instance, if the cohort consists mostly of sales executives, we emphasize the sales benefits. Alternatively, if the cohort comprises chief operations officers, we highlight the cost-saving benefits. This targeted approach ensures that our healthcare sales prospecting efforts effectively resonate with the intended audience, resulting in higher engagement and conversion rates.

Streamline Your Digital Health and Medical Device Sales Prospecting Process

Navigating the complex and lengthy sales cycle in the digital health and medical industry can be a daunting task for various healthcare companies. That's where Binnovate Digital's Healthcare Sales Prospecting service comes in. With our expertise and proven-effective prospecting system, we help our clients generate pre-qualified medical leads and streamline their sales funnel. Our multichannel approach and lead nurturing strategies ensure that leads don't just end up as contacts but convert into qualified leads. So, if you're looking to optimize your marketing and sales teams' efforts and achieve measurable results, request your free strategy session.