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%