Use Medical Telemarketing For Cooperation Instead Of Competition

Medical telemarketing surveys are just one of the many often used in games of numbers. Sometimes different parties compete for information they then use to hone their competitive edge. But while competition is a natural part of the business world, it need not always be the rule. Sometimes you are better off using telemarketing data to encourage cooperation instead of just competition.

Using Telemarketing To Understand And Reconcile Differences Between Technology

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Appointment Setting Tips – Know What Is Most Important

Appointment setting serves a lot of important purposes both in the healthcare industry as well as industries outside it. Which is one makes it the most important though? Does knowing that help improve your appointment setting strategies? The answers to both questions are the same: Certain things are only important to a certain level or percentage.

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When Medical Sales Leads Result In Dangerous Demands

Do not be fooled by the title. The medical sales leads being described are not really those with demands that you do something illegal. In fact, your prospects could be well within their right. That does not mean their decision could have other undesirable consequences. For example, you are medical device vendor and one of your sales leads comes from a prospect with demands that did not seem suitable for their practice size.

Regardless, there is nothing that is legally stopping them from making such a purpose so such sales leads are qualified based on a technicality. Does that mean you should simply sell and forget about it?

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Do You Qualify Medical Sales Leads Like A Final Boss?

See, there is generating sales leads like a boss and there generating them like a final boss. The former describes the awesome way but the latter is actually the complete opposite. Why? Well in case you do not know, final boss is a term used among gamers to describe the last big bad. And hence, qualifying medical sales leads like a final boss actually means forcing them to undergo a tremendous ordeal just to set an appointment!

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Lead Generation Tips – Knowing When NOT To Help

One type of lead generation strategy is to have your marketing double as a source of help information. The healthcare industry has plenty cases where this is needed. For example, the maintenance of important (not to mention delicate) medical equipment. It is easy to see how a lead generation campaign for such maintenance experts can benefit both them and their prospects if they use it to help people with device problems.

However, should you also look out for situations where your lead generation strategy should not help?

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Defining Sales Leads Despite Broad Healthcare Definitions

Loose definitions are well-known obstacles to marketing and generating sales leads. Those who deal with the healthcare industry both inside and outside can easily sympathize. As such, it then becomes important for both parties to start defining terms for a smooth and solid marketing campaign.

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Lead Generation Tips And Tricks – Juggling Your PR With That Of Your Prospects

Lead Generation, B2B Lead Generation, TelemarketingIt’s classic strategy that even business lead generation companies employ: client testimonials.

These are not just any clients mind you but those who have established quite the influence among your market. And with online tools like social media and SEO, many professionals are saying that influence marketing is making great changes to how businesses promote themselves and attract prospects.

On the other hand, many people are overlooking the great risks of using star-customer influence when it comes to future lead generation campaigns. The biggest reason is that you may have just tied your PR image to that of your client’s.

Marketing to high-profile medical professionals can be a feat in of itself. There’s no harm in giving yourself a pat in the back if you managed to have them as a customer. Still, you must be aware of the risks when you’re going to use this to your marketing advantage:

  • Are they truly a customer? - This question alone implies a lot of accusations that skeptics will throw your way. Did these people do business with you purely because of the quality of your business? Can they, by themselves, justify their preference for your brand of medical support and products? Did you attract them the same way you attracted regular health leads or did you do some special pleading?
  • How well do you know them? - A reputation may be big but it’s not always in a good way. Sure, you think you’ve snagged a well-known prospect but what exactly are they well-known for? Careful now, this is actually a two-way question. You don’t want to reject a prospect fore reasons based on just hearsay. On the other hand, you need to act carefully when you learn that this prospect is known for a questionable record instead of a shining one.
  • Are you prepared for damage control? - Your influencers aren’t static either. One moment, you see them bring massive attention to your company, the next moment, you spit out your morning coffee upon seeing their name under a scandalous headline. Are you prepared to respond immediately? Can you quickly change any B2B lead generation campaign that has been using their image for marketing? When you strap your brand identity to people like that (several of them even), you are literally strapping it for their ride, not yours.
  • Are they even aligned to your own industry? - Speaking of brand image, a basic rule-of-thumb in marketing is to always remain consistent with it. Don’t change it too often that you’ll end up alienating every previous generation of customers. They are just as much valuable to your business as completely new ones. Therefore, if your newest customer is well-known, make sure they’re at least in the healthcare business as much as the rest of your prospects.

At this point, this is not to actually discourage you from using big client testimonials. On the contrary, it can actually apply even to your own representatives! For example, if would you want your own telemarketing services compromising your image in the same way? Do not assume they are incapable of that. The real lesson here is to manage your PR in marketing when those representing you have developed a PR of their own.

In Lead Generation, Marketing Must Be Consistent

Lead Generation, Healthcare Lead Generation, Sales LeadsIn healthcare marketing, it’s always important to distinguish your brand. Lead generation might narrow your approach to more specific forms but brand identity should never change. Any message sent, regardless if it’s through email or telemarketing, shouldn’t divert from the character being expressed by your entire business.

This quote from Noah Fleming of Fast Company serves to explain this importance:

Conveying a brand’s character or positioning is even more important. As a thought experiment, imagine that as a longtime reader of the Wall Street Journal, you picked up today’s copy to find the front page riddled with stories of the latest celebrity scandal, the cast ofThe Jersey Shore, and the summer’s hottest weight-loss supplements. Would new customers start reaching for The Journal? They probably would.

But what about you, someone who reads The Journal for a very specific reason? You, who has learned to expect a certain character and has come to associate yourself with the brand? You would probably be running for the hills.”

Consistency of business character and association helps retain your current customers. These same customers are also the ones you turn to for constant sales when the numbers of new health leads are running low. Given the cost-restrictive nature of healthcare, dry periods like that are very likely.

However, what can cause your company’s character to divert from what it originally was? Furthermore, how do marketing and lead generation play a role?

The challenge of maintaining consistency comes from balancing between what your current customers want and what non-customers want:

  • Customers: Contrary to what some believe, they don’t always want more of the same thing. However, in all your years of doing business with them, they still have a consistent idea of what your business is about. Your identity is rooted in the minds of their professionals and as Fleming suggests, you don’t want to disappoint them by excess change.
  • Non-customers: These are the practices and institutions that you have never done business with but still consider a possible source of sales leads. Unlike your regular customers, neither of you are familiar with each other but it’s up to you to bridge the gap by learning about their unique needs.

As you can see, there’s chance that going after one or the other can force you to change the way they associate your brand (and that’s not always for the better). There are two ways that healthcare lead generation can help strike this balance. You can either:

  • Find common ground – Try taking the services and benefits your current customers enjoy from you and see if any of these can appeal to non-customers. You can also try a hand in referral marketing by getting your own customers to recommend you to their peers.
  • Tailor your message – If you’re going to risk sending a separate message and present a different character entirely, make sure that character corresponds specifically to the non-customer market that you’re targeting. For example, if you’re targeting businesses in a very niche industry, your marketing efforts should limit the new message to them and them alone.

Distinguishing your brand is a must when marketing anything, not just healthcare. It’s represents that which keep your current customers loyal but it’s also a challenge when you want to expand your markets. Strike a balance by being consistent whether you’re sending a single marketing message or multiple ones specific to their character associations.

Medical Leads Should Indicate The State Of Doctors As Well As Patients

Medical Leads, Business Lead Generation, TelemarketingIn B2B healthcare, a private practice isn’t the only type of business where you’ll need to concern yourself with doctors. Whether it’s a small clinic or a large hospital, being aware of how doctors are doing can have an impact on the quality of your medical leads, the success of sales, and the future of your business relationship with that particular institution or practice.

Recent studies cited by Businessweek are reporting disturbing statistics regarding burnout among doctors:

The first nationwide study of burnout among doctors in the U.S. offered that grim diagnosis this week. The authors, led by Tait D. Shanafelt of the Mayo Clinic, reported their findings in theArchives of Internal Medicine. About 46 percent of the 7,200 doctors surveyed showed at least one symptom of this condition, described as an “erosion of the soul” in the book, The Truth About Burnout.”

That same 46% could include the doctors in either your contact list or your customer database. In both cases, being aware of the doctor’s state of mind could offer some surprising insight on whether or not they qualify for appointment setting or hint to the current satisfaction as your B2B customers.

For example, it could indicate their performance as implied by one of the researchers behind the cited study:

Burnout worries Shanafelt, an oncologist and professor of medicine, because ‘burned-out physicians are more likely to make mistakes’—such as the failures of communication or the intimidation that experts say beget medical errors.”

Salespeople can benefit from being forewarned about this. It’s not even because they can tell you if the doctor (or their organization) is interested. Better yet, it can tell them what solution to provide to make things easier on their mind. For private practices, it could be better tools. For hospitals, it could warrant some advice on their management (e.g. finding ways to reduce bureaucracy).

You can think of business lead generation as your own way of doing research. Use your tools as a means to ask questions, conduct surveys, and then push forward with a more well-aimed and accommodating marketing campaign. Already the first paragraph of the article can give you ideas on what to ask:

Is your doctor suffering? Do the symptoms include cynicism, emotional exhaustion, or viewing patients as objects rather than people? He or she may be experiencing burnout. In fact, there’s a 50 percent chance that any doctor is—a rate 10 percent higher than among the general population of working people.”

Another thing you’d do well to determine is the state of their practice. Are they on a low budget? Is their industry declining? (The article also makes a few mentions on what particular fields have lower levels of satisfaction).

Patients are the only things you need to concern yourself with B2B healthcare. In fact, don’t forget that they’re not even your target (despite how many industries like EMR software, facilities management, as well as medical devices concern themselves with their treatment). Your target market still comprises of the medical professionals who are still their main provider of quality care. Your medical leads should reflect the state of their minds because that in turn will the best way your business can help them.

Healthcare Lead Generation – How To Regard Medical Device Specifications

Sales LeadsA healthcare lead generation campaign dedicated to medical devices should always acknowledge the importance of product specifications. It’s not just about impressing a prospect with the features of new technology. It’s about making sure that problems won’t arise from its use.

Unfortunately, businesses tend to either go to one of the two extremes regarding how they treat the specifications of a prospect. On one hand, you have the vendor who has completely no regard for what a prospect wants and on the other, you have the business who kowtows too quickly and let’s the prospect do all the thinking and the buying. Both cases can produce bad results for marketing (and beyond). The general flow of healthcare lead generation is supposed to benefit both sides by establishing a fair business relationship.

The key is to properly balance the way you treat the specifications of a client and view them in their proper place. This includes how willing you are to listen to the specifications of a client, why those specifications are necessary, pointing out possible problems with those specifications, and even understanding their views on the role of technology in healthcare.

  • Why should you listen? - For one thing, it’s only common courtesy. Prospects don’t like pushy marketers who just pester them with pitches and don’t care to hear what they have to say. Besides, health leads are supposed to give you information on a prospect. Product specifications are part of that. The following points would also be meaningless if you’re not willing to listen at all.
  • Why are these specifications necessary? - There could be various reasons for why they want certain features. One prospect could prefer them because it could help them deliver a higher quality of healthcare. Another would cite lower costs as their primary reason. But no matter what, don’t lump all healthcare prospects into a box and make false assumptions based on generalizations.
  • Why is your own input equally important? - The answer is a little obvious wouldn’t you think? This is your product that resulted from your field of expertise. You should know this field better than they do so it’s only fair that you should assert that expertise even just a little bit. Just because your market is growing more knowledgeable, doesn’t mean you can’t be one step ahead. As a matter fact, that could be a good thing because, if left uncorrected, misconceptions about new medical devices could lead to serious mistakes and improper buying decisions.
  • Why are all their views important? - How they view technology in general will affect the way they treat it, what they expect of it, as well as give you a better understanding of their specifications (as well as the possible mistakes in their understanding). Have they been led to believe that technology will solve all their problems or are they skeptical that technology has a significant role at all in healthcare? Depending on their response, you can learn what to expect when engaging them throughout the entire sales process.

Remember, balance is the key to discussing product specifications with prospects. It’s important to hear the prospect’s input but that the same time, be one step ahead and don’t immediately assume that they know your field better than you do.

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