Expanding into White Space Accounts
Our client is a leading provider of clinical and scientific content, serving more than 20 million healthcare professionals. They identified 500 hospitals that were not customers of their key clinical solution, with the goal of increasing sales in those facilities.
First, the target audience was segmented by title, and the program was executed in a two-wave, multi-touch lead generation campaign. The first wave targeted influencers to build awareness, create traction with initial dialogue, and prime the audience with key solution benefits. The second wave targeted decision-making C-suite & clinical leaders, to generate buzz for outbound follow-up, and qualify leads for sales. Both waves consisted of integrated online and offline tactics, followed by outbound calling to a subset of the group. Once prospects were identified as sales-ready, either by the type of form completed or through outbound qualification, we forwarded qualified leads to their sales team for follow-up.
Of 500 target hospitals and 2500 target contacts, we were able to achieve 109 conversations that conveyed our full value proposition, 40 marketing qualified leads and 4 elevated marketing qualified leads.