• 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%