Key customer identification and database validation

CHALLENGE

  • Database of NHS/private hospitals in need of complete overhaul and validation, requiring the addition of a high volume of new contacts. Also, a database of field sales team pipeline opportunities to be validated and re-qualified in or out
  • Pipeline conversion rate needing to be increased by achieving the above
  • Aggressive competitor reducing sales
  • Need for precious insight relating to target secondary care key customers
    concerning their individual hospital requirements in endoscopy, ENT, urology, theatres, SLT as well as competitor activity insight
  • Need for clearer and updated picture of decision-making process, decision makers and influencers for each department mostly relevant to the specific opportunities being validated. Also, a need for more information on other dept decision making processes and key decision makers/influencers
  • Need for consistent flow of qualified leads to increase salesforce effectiveness and sales

SOLUTION

  • Client provided list of 723 hospital sites with no names or contact details and database of 300 HCPs/contacts with pipeline opportunity details
  • Via phone calls and research the aim was to obtain details for the identified departments (clinicians, EBME and procurement department decision makers)
  • A multi scenario call guide was co developed with the client to ensure each call gained maximum intelligence
  • A series of email templates were co-produced to send out to HCPs who had opted in during calls to receive the emails via the CRM system (to communicate respective product information mainly)
  • The sales pipeline of opportunities had to be fully validated, qualified in/out and proposals/appointments generated as appropriate using a bespoke BANT type qualification format

RESULTS

  • 12,423 calls were made across 4 months by 2 dedicated tele-representatives
  • 21 highly qualified leads were generated (appointments)
  • 15 new medium to long-term pipeline leads were generated
  • 193 existing opportunities were validated and data provided to client field force for follow up
  • 1422 HCPs and peripheral decision makers/influencers were identified and fully engaged
  • 789 new contacts were identified and recorded and full contact details and buying process profiles were recorded for each
  • The Healthcare Partnership gathered all hospital and CCG level insights as per KPIs
  • A decision making/influencing map of key HCP contacts per hospital and
    department was developed
  • Generated significant number of RFPs (14) and field sales rep meeting
    opportunities (21) relating to both re-qualified existing opportunities and newly identified opportunities
  • All data was re-imported back into the client’s Salesforce CRM
  • The Healthcare Partnership exceeded the HCP engagement level target by 18%

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