Recalibrating a MedTech sales outreach strategy with in-depth customer insights
Introduction
The Need
When COVID-19 hit, and elective surgeries and in-person visits were either cancelled or drastically reduced, like many businesses in the sector, the client was hit hard. With no line of sight into when hospitals would return to some semblance of pre-pandemic normalcy, they needed to pivot their strategy and come up with new ways to keep meaningful conversations going with physicians.
But they knew these new opportunities wouldn’t resonate with just anyone — they had to identify key targets that would be open to these solutions and focus their narratives to reach them.
The Solution
The team decided to focus on their top five EU markets, which represented a significant portion of their total business: the UK, France, Germany, Spain, and Italy. With help from Toxeos, they were able to scan through over 100 public and internal data sources to identify more than 10,000 unique healthcare professionals and 3,000 unique healthcare organisations they could prioritise.
Conducting further Toxeos research, they were able to uncover each professional’s unique strengths across 10 domains, in order to understand how they would naturally respond to the company’s narratives. They then built a visualisation platform that connected with their analytics and CRM suites to easily track how various cohorts and segments responded to different messages and value propositions, and understand what was resonating at a glance.
“The more MedTech sales reps understand about their customers – where they’re based, developments in their area of expertise, as well as mitigating factors surrounding hospital access, etc. – the better they can serve them,”
EMEA VP
The Result
The team leveraged Toxeos data to recalibrate its entire outbound sales strategy. They pulled on insights from the Toxeos team’s organisational knowledge to select their healthcare organisation targets. They were then able to build out by filtering existing data and continue optimising their targets as they learned more.
As they began performing outreach to each persona group, they were able to hyper-personalize narratives based on what a given cohort of practitioners cared most about, monitoring success and optimizing their efforts along the way.
“Toxeos insights can be further segmented to help our reps more accurately answer questions like how to approach different customer sets differently, how to resize or reallocate sales reps, and what achievable forecasts are by region,” VP EMEA
The result was improved coordination between sales, marketing, and inside sales that led to a lift in the customer experience during such an otherwise unstable and unpredictable time.
“Toxeos insights can be further segmented to help our reps more accurately answer questions like how to approach different customer sets differently, how to resize or reallocate sales reps, and what achievable forecasts are by region,”