Telemarketing Lead Generation Blog

Telemarketing Strategies within the Healthcare Industry

Posted on Nov 23, 2010 by Tyler Anderson, Account Executive

When targeting the healthcare industry via telemarketing, depending on the size and type of organization, here are a few key considerations to keep in mind:

• Make sure to tailor messaging to each target title – typically there are multiple decision making levels within large healthcare organizations. It is important to ensure that the messaging focuses on what is important and relevant to the level of contact. Also, it is important to consider that the actual target contact can vary widely by type of solution. The traditional role of an IT department does not always apply as in other industries.
  • Example: Medical Image Archiving
    • Target Radiologists with messaging centered on patient care, retrieval speed and cost.
    • Target IT with messaging centered on ease of integration with EMR
    • Target Administrators with messaging focused on meeting compliance objectives.
• When targeting the C-Level, implement strategies that are proven to work
  • A multi-media/multi-touch approach can work to catch attention of the target by breaking through clutter.
  • Make sure to focus on big picture business benefits i.e. Improving Patient Care, Cutting Costs, Maximize Stimulus
  • Utilize and empower Gatekeepers in order to gain access to the decision maker
  • Don’t give up too soon! Typically requires an average of 12.4 attempts to reach a C-Level target
  • Consider Nurturing Strategies when the solution involves a long sales cycle
• Utilize Contact Discovery and Profiling when targeting smaller healthcare organizations
  • These are still widely considered a “feet on the street” industry for selling.
  • The first and most important step is to identify the decision making process.
  • Within Private Practices the decision-makers are typically the physicians, but Business Managers will have a significant amount of influence and provide a gateway to the physician.
  • Telemarketing can help not only find the right contacts for Sales to engage, but also help “arm” Sales with important environmental information prior to an engagement
• Utilize Call-Info-Schedule tactics – after the initial call takes place, sending relevant information/collateral via a one-to-one email and then calling back to schedule an appointment can be an effective strategy, especially if the solution requires an education process. This also can be an effective strategy when working through an influencer or gatekeeper.
• Consider targeted list sources – there are several credible sources that target specific groups within healthcare (i.e. Hospitals, Payers, TPAs, Private Practices, etc.) – these can be helpful and worth looking into if quality/quantity of existing data is in question.

These are just a few strategies that we use in our healthcare telemarketing campaigns. The healthcare industry is unique in that the target market (and thus telemarketing strategies) can vary widely. It is important to utilize a customized approach.

Tagged: lead generation, targeted lead generation, lead nurturing, telemarketing sales leads, telemarketing leads, telemaketing lead generation, lead generation telemarketing, telemarketing healthcare, lead generation healthcare

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