A medical entrepreneur with a transforming neonatal service
was having an impossible time getting into hospitals, consequently stalling company growth.
Find out how LeadGen.com solved the challenge and put the company back on track!
The Problem
A medical entrepreneur – who also happened to be a board-certified Neonatologist – had
developed a service whereby he could provide licensed Neonatologists to hospitals onsite
24/7 on a turnkey basis. This had a potentially significant value to many hospitals with
large number of births, because they often have to transfer at-risk infants to Level III
hospitals when there is a problem, losing patients and revenue, while increasing the risk
to the infant. And having a Neonatologist on call meant potentially significant delays
waiting for him or her to come in when needed. But it was expensive, and almost
impossible to arrange for 24/7 coverage.
What They Tried
Introducing the concept of an onsite neonatologist group to upper management was
extremely difficult. Many hospitals were comfortable with the on-call model despite its
drawbacks, or simply accepted the transfer problem as a cost of doing business. So they
ignored the company’s direct mail. Networking was sometimes effective if they could
make contact, but produced barely two good leads per year. As a result, growth was
stalled, and the company was missing the market.
LeadGen.com’s Solution
With extensive experience prospecting into hospitals for a number of products and
services, LeadGen.com understood the bureaucratic and political issues involved. So we
developed an Executive Appointment-Setting campaign that enabled us to understand the
hospital’s needs, as well as the decision process, before trying to get in. Using a
strategically drafted and customized letter, and using extensive research and follow-up
calls, LeadGen.com was able to generate high-level appointments as often as 40% of the time on
a base of scores of hospitals.
Summary
With several dozen qualified leads, the company was able to close six deals in the first
year of the program for over a million dollars each.