In appointment setting, one will occasionally contend with the bad rep that salespeople have self-inflicted on themselves. And as an example, look to the hostility that some healthcare professionals exhibit towards IT vendors. As always, it illustrates the wide communication gap between IT experts and the rest of the world.
It’s common sense really. The more knowledge and information you have, there is less uncertainty, and with less uncertainty, you have lesser risks. Unfortunately, there will always be some people who treat risks a bit too much of a good thing.
They might have a different opinion though with regards to healthcare. In this field, risks can be hazardous to your health, literally. Hence, data is critical so that knowledge and information is used to minimize those risks. However, what about other types of data regarding the healthcare institutions themselves? Are these of any value to anyone within the healthcare industry?
They do you if you’re a supplier of medical software and technology.
See, the services and products that you provide all center around the task of handling information; information that needs to be recorded accurately and quickly. Hence, this is why you should never forget how important information is. The things your systems and tools deliver could save lives or end them. It all depends on how your data can minimize risks and improve the quality of services.
Another important role that data plays however is in the process of software lead generation. As you’re well aware, you’re not the type to hawk your product like an infomercial salesman would hawk a new appliance. You need to learn about not just how your software takes in patient data and other forms of clinical information, you also need to know about the institution that’s accommodating them.
Here are severals reasons why data is needed and the risks that they minimize:
- Budget – Not all institutions can afford but it helps to at least know so both you and the prospect can find ways to make things affordable.
- Schedule – Life in a hospital is always busy and never without emergency. Implementing the system needs to be strategically planned so as to not disrupt daily functions.
- Needs – You can’t just approach every potential client with the same list of features. You have to find out specific needs and offer specific solutions.
- Contact information – There are actually laws that inflict severe penalties upon those who dial the wrong number when contacting a hospital. Emergency numbers are just one of them.
- Pesons-in-charge – It always pays to make sure to know who runs the place and is in charge making decisions that involve software implementation.
As stated before, you can see it’s not just patient information that you need to concern yourself with handling. It’s also information about the people taking care of them and knowing how your software can help speed up certain processes and cut down on the risks. Speaking of risks, the above types of information also minimizes the risk of making bad calls and pursuing dead leads. Such things are a precious waste of time after all. There is also the ever present issue of security. You’ll be handling very sensitive information so you’ll need to know what they’ll do to make sure your system keeps it safe.
Finally, what’s fortunate is that you don’t necessarily have to expend so much in gathering data on institutions as your software would have gather on patients. The former can simply be outsourced to lead generation companies with the information they deliver ready for you to act upon and close.
Despite the differences between patients and institutions, they are analyzed with the exact same question in mind: Is there something wrong?
On the other hand, what is it that any good doctor does before making a prescription? They do tests, analyze, and make conclusions. They rely on the information provided to them by their tools and methods. If a patient can’t give that information, they can’t make that conclusion. If they can’t make that conclusion, they can’t prescribe a solution.
This same logic applies to you if you were a medical software provider. If you don’t know enough about who you want to supply to, then you don’t know what you can do for them. That’s why medical leads are so important. It’s not just about doing business. It’s about finding out if they have issues that need dealing with. This could issues with their equipment, EMR system, etc. You don’t even need to mention the many laws countries have with regards to the quality of these tools. Whether one likes it or not, it will affect the quality of their healthcare (and to an extent, their standards of living).
These leads though won’t be enough either unless you make the most out of them like setting an appointment. Even if you use something like outsourced telemarketing to save you the time, money, and personnel in contacting prospects, you’ll have to analyze all the information that was gathered and meet with them. On the other hand, that’s all the more reason to get that information so you immediately offer the right software solution.
Some people advocate getting your own leads instead of outsourcing. It shows that you’re serious and how much effort into what you’re doing. However, the truth is your success on self-generated leads depends on a number of factors. Which way does your product lean more, B2B or B2C? Are you more comfortable with an inbound or an outbound strategy? Do you find yourself using emails or are actually better off cold calling?
Now suppose you run a medical software business and you ask yourself these questions. Now when people expect you to get serious, they’d actually have certain image of your company in mind. They might think you dedicate yourself more to the more technical and medical aspect. They expect a certainly high level of knowledge regarding health care.
In fact, you yourself could hold your company to these standards. However, when you’re so focused in developing your products an attempt to get serious, you might neglect things like generating software leads because it’s a task that you actually know little about.
The truth is any attempt to use lead generation with only knowledge of the technical stuff will get you nothing but an information overload. This leaves plenty of B2B companies caught in the classical dilemma of generating leads versus doing what you’re actually supposed to do when someone finally takes interest.
Fortunately, this is why people outsource instead. And when you have constant flow of medical leads and appointments filling up your schedule, you can just simply focus on those and immediately show people the seriousness that they’re looking for. So don’t waste any more time! Let the lead generation firms pick up the slack and start getting serious on what you really want to do!
There are just some times when it seems better to be less active in going after prospects and would rather have prospects come to you. In the medical software industry, that can happen a little more frequently because the very nature of its products can make it unprofessional to eagerly seek out outbound medical leads.
After all, the field of health care tends to be a little less on the business side and really more on the side of human welfare. However, that doesn’t mean you should give up on lead generation in its entirety. There is still a need to spread word of your product (especially if you think it’s the latest and can cover for dangerous flaws in older types).
Take telemarketing for instance. Believe it or not, there are in fact two types of it and only one of them actually comes off as intrusive and unprofessional. Inbound telemarketing on the other hand is arguably easier on both yourself and your target prospects.
Here’s how it goes. Instead of an eager outbound lead generation campaign, you do something simpler like making a website or putting out a few advertisements to attract visitors. Then, when those visitors have a genuine interest, put up a form that gives them the option to have a live phone conversation to learn more. This allows both you (or your representative) and that person to control the information exchange. And with the right words, you can steer the prospect to set an appointment and look forward to making the sale.
Of course, learning these right words can be tricky so you can always outsource to professional telemarketers today if you really don’t feel up to snuff and would rather focus on what you do best.