The most successful businesses don’t rest on their laurels, and they never get comfortable. Even if you have a great product, it can only take you so far within a given target market before your growth begins to flatten.
MBA students and marketing majors learn about market development as one quadrant of the Ansoff Matrix in Marketing 101, but it’s important for salespeople to understand and contribute to market development as well.
Market development directly affects sales success, and salespeople are on the front lines with the customer - daily. That close connection to the customer makes sales representatives very valuable in identifying new market development opportunities.
When you market solutions and services to the healthcare industry, it’s easy to pick up a lot of terminology that you may even use in your marketing content, but have you ever wondered what those acronyms your healthcare clients use in their everyday conversations really mean?
CPT code is a prime example. You may have seen “CPT” if your solution involves a part of the medical billing procedure — or you may have noticed it on your own medical bills, or Explanation of Benefits statement.
If you’re like most busy healthcare marketers, it can be a challenge to stay on top of news and trends that help keep your campaigns and messaging perfectly on point. Fortunately, you don’t have to go it alone.
Here are nine healthcare marketing blogs to follow, whether you’re looking for how-to’s, tips, industry insights, or just inspiration to help you move past writer’s block.
After you have had a chance to review our list of best content, be sure to leave a comment with your favorite healthcare or marketing blog that didn't make our list.
It seems like almost every large MedTech company has climbed on the big data bandwagon in an effort to drive more effective and targeted marketing to physicians and sales activities.
Big data for precise targeting is, in fact, one of the most powerful tools in the arsenal of both marketing and sales teams when they have access to it and know how to mine, analyze, and use it.
However, there are a number of challenges and inequities that separate the organizations that can track a direct, positive correlation between use of data and increased sales from the ones that can’t or don’t leverage this kind of data and analytics for more accurate targeting, such as:
Big data and its powerful insights could make all the difference in your strategy and approach to healthcare sales and marketing. However, big data is as complex as it is intricate, and many find it overwhelming or have no idea where to start. That doesn’t mean you have to be a data scientist to harness big data and reveal opportunities in your market.
As a sales and marketing professional in the healthcare industry, you probably already have some connection to big data, but it may not be doing all that it can for you.
Big data is an essential part of growth. In fact, 53 percent of companies that rated themselves as effective users of analytics were deemed to be fast growers. While that demonstrates the correlation, the survey, conducted and published by McKinsey Insights, also revealed that 57 percent of organizations rated themselves as ineffective at analytics.
Artificial Intelligence (AI) isn’t a buzzword or the plot of a sci-fi movie. It’s actually revolutionizing sales and marketing in every industry, including healthcare. While there are lots of AI solutions to streamline the buyer’s journey and automate campaigns, you’ll want to choose a tool you know has the features that will make a difference in your workflow.
This isn’t a question of should you embrace AI but rather how to embrace AI. There is also the need to strike the right balance of science and human touch points that will propel your prospect to convert. Let’s explore how AI is changing the healthcare marketplace.
The sales process is increasingly complex for customers and suppliers in many industries, including medical sales. Mapping your sales cycle accurately can help simplify the sales process and shorten the sales cycle for your sales team and your customers.
How complicated has the process become? Here are some eye-opening, assumption-challenging statistics:
The following aims to provide your sales and marketing teams with a good road map for simplifying and abbreviating the medical sales cycle by properly mapping it for your company and your products.
Medical technology continues to evolve rapidly as MedTech companies become even more integral in a wide range of healthcare settings. Here are some current trends that can be expected to accelerate through 2018 and into 2019.
There’s nothing more important than being relevant to your audience when it comes to sales and marketing. Even when you offer a single solution, its application will always have variances. That’s why your sales approach can’t be one-size-fits-all.
If you’re selling to doctors and hospitals, you likely segment your prospects in many ways already, but have you considered the differences between selling to doctors in big cities versus those working in rural communities? They have different needs related to almost any healthcare solution. Homing in on these differences can help guide your sales strategy and ensure your message fits their challenges.
Any discussion of email marketing to physicians must begin with the understanding that most doctors are incredibly busy. Some are so busy they barely have enough time to provide proper patient care, so they certainly don’t have time to read the vast majority of emails that clutter their inbox every day.
In an age when so many messages are deleted without ever being opened, how do you break through the noise and ensure your email marketing gets noticed by a physician? Simple. Follow the rules below.
Here are nine tips to greater email marketing success with clients and prospects when you’re selling to doctors.
Imagine you are interviewing for a sales executive role at a medical technology company.
You already have 20+ years selling healthcare technology to hospitals and doctors and you are looking for new opportunities.
Whether you currently have a job and looking to switch or you are between gigs, you can expect the process to take at least a few months ... and be incredibly competitive!
Assuming you have already gotten through the initial screening process with the recruiter and / or HR manager, you'll likely find yourself faced with a range of interviews with the hiring manager, other sales reps and members of the management team.
No doubt, you'll be looking for ways to stand-out from competition and really shine.
But exactly how much effort should you put into preparing for a job interview?
We are excited to share with you how a top sales executive used Carevoyance to expertly navigate the interview process and win more job offers!
What does accelerating sales mean?
Here at Carevoyance we think of sales acceleration as successfully engaging more prospects, progressing more deals to the next meeting, and, of course, making every meeting count. All these steps accelerate you to the end goal which is closing more deals.
Every sales person obsesses over closing more deals. You've got a couple of options here when it comes to accelerating sales and closing more deals --> you can work harder or you can work smarter.
Since there are only so many hours in the day, we are big fans of working smarter!
Let's explore how you can work smarter using data and technology as a strategy to accelerate sales.
Looking to better understand and size up a market opportunity for your healthcare technology?
Whether you are a healthcare entrepreneur formulating a business for a new product or a research scientist justifying a funding request or a marketer at an established medical device company recommending which market to target, the process for researching and sizing the opportunity is typically multi-dimensional. In this blog post we'll review a data-driven process for better understanding the dynamics within a market for a healthcare technology or product.
When sizing up a market, you'll want to look at the opportunity through multiple different perspectives to understand the following:
Selling to doctors used to be more straightforward than it is today.
Reps could drop by the practice office with lunch or snacks in hand, and catch the doctor in between appointments to chat about the latest products or technologies. Not surprisedly, the MedTech and Pharma industries historically relied on interpersonal networks with individual physicians to execute transactions and drive growth of their technologies.
It's surprising how rapidly and drastically processes for purchasing medical technologies have changed over the past 10 years. Access to physicians is way down as more practices, clinics and hospitals control the flow of sales reps through their halls.
In addition, rather than simply placing orders for products based solely on a physician’s preference, hospitals and other facilities are assessing value across all purchase categories, looking for reductions in costs or an improvements in outcomes.
The changing dynamics is especially true for more expensive products like imaging equipment, surgical robots, surgery assistance tools, complex medical devices and health information technologies or services.
Let's start with a short quiz.
In which of the following scenarios should you incorporate email as part of your marketing strategy?
Congratulations for landing the meeting with the hospital c-suite, physician leadership or perhaps an influential purchasing agent. The bad news? The hard work of selling your medical product or service has just begun!
Not to worry, we've put together a guide of how to up your game during the sales pitch using data to help you tell your story.
Planning great content for each sales meeting with hospital execs and physician leaders is equally, if not more, important than the actual meeting. Without a focused agenda, the right content, and a maniacal focus on progressing the relationship to the next step, you'll be wasting everyone's time.
We have all been there ... you finally landed a meeting with a hospital executive after months of trying. Success!!!
But then reality sets in and you are literally pulling our hair out trying to come up with engaging content, while staying on point with focused messaging relevant to your product and service.
Like many MedTech Commercial leaders, you are probably pulling your hair out to get your field based team to fully adopt your CRM. You spent months implementing and training on it, not to mention the big check of your budget that gets allocated to it. Get your sales reps excited to use your CRM with this one super simple technique: consider their needs by putting yourself in their shoes.
To understand why this simple change in orientation works, let's dive into the root cause of the problem of lackluster support for your CRM workflows.
It's hard to hear and painful to digest... but most issues teams face can be traced back to the top levels of management.
The more a marketer knows about a specific healthcare provider, the greater that marketer’s ability to deliver relevant and meaningful content
Like many well-seasoned healthcare marketers, planning and executing outreach campaigns to target physicians may conjures up memories of poring over countless spreadsheets, with a feeling of dread that you'll be faced with a sparsely-filled hotel conference room on the day of the event. The lesson learned is that the success of any given physician marketing campaign relies on your ability to identify, understand and meaningfully engage the right physicians.
One common thread between the various organizations we work with at Carevoyance, is that they all have to maintain their own directories of physician and facility partners, opportunities and contacts in order to stay competitive. Losing track of physicians as they move jobs, cities or even careers is a huge competitive and revenue exposure. Thus, accuracy of these directories is not only vital for patient outcomes (device service alerts, recalls), but also for marketing (new product launches, updates), and sales.
Inaccurate provider directories are not simply an inconvenience
It's well into Q1 and you likely staring down an intimidating quota. Selling to hospitals and physicians is tough given the historical dependence on relationships. To meet and exceed your quota this year you need to find new ways to engage busy providers.
Maybe you are approaching a brand new lead. Perhaps you are trying to resurrect old prospect. How are you going to get through to them to book that next meeting?
Stop talking about yourself—Make it about them.
Improving healthcare in our world today means having our cake and eating it too. It means simultaneously improving outcomes and reducing cost. The bedrock of actualizing this new paradigm is a reduction in the opacity of our healthcare system.
Despite our tremendous clinical advancements, the operational machinations of our industry are woefully obsolete. The biggest challenges are the most basic: operations, logistics, resource allocation, customers, and management. Information and technology are the undeniable salvation and solution.
Healthcare claims data are an excellent resource to deeply understand how facilities and physicians deliver care. Healthcare codes allow you to better understand your market, target new opportunities, and segment your campaigns with precision.
To fully leverage this invaluable resource, it’s helpful to know how the underlying mechanics of healthcare billing and reimbursement work.
Many medical technology companies purchase data annually, only to use it in some perfunctory way, and then dismiss the data before the next purchasing cycle. Historical claims data can have a profound impact on your sales, marketing, operations and reimbursement - so long as this data contains the right level of detail and is licensed to be used across your entire organization. Beyond change-over-time metrics, there are myriad of ways to leverage your data purchase to extract business value.