Technology. A buzzword that has numerous unique manifestations yet is used to describe everything as if all the same.
In one way or another, technology has had an influence on every aspect of life. This is nothing new and is more of a realization we must accept rather than fight. I’m not here to explain how important technology is, rather to stress how essential a “digital transformation” (or “technical transformation”) is to remain competitive and achieve sustainable growth. COVID-19 has created a world of social distancing and hyper-germophobia, which has turned the world to their screens instead of their offices.
With this worldwide culture swing, we need to focus on how efficiently and quickly certain industries are incorporating technology, analyze the positive growth of its implementation, and learn how we can use it for our own companies, especially for prospecting and medical sales.
We can approach this in three ways:
- Through administering tech & examining the data (if your company is comfortable with jumping right in)
- Studying related case studies
- In the absence of case studies or data; conduct thoughtful research on similar industries
Healthcare Has Started Its Digital Transformation, Is Your Company Behind?
Luckily for the Healthcare Industry and its beneficiaries, this “digital transformation” has begun. Of course, technology has revolutionized medical procedures, but we are speaking specific to technology’s impact on the growth of healthcare companies as a business, and not from medical advancements.
In particular, medical prospecting and sales still live in the stone age. There are many reasons why this is, but we have recognized a few companies that have shifted to digital prospecting and sales and have seen overwhelming success. Therefore, referring back to analyzing the success of technology, we are able to study these related case studies, learn from their strategy, and implement them to grow healthcare companies!
Here’s the bottom line: Healthcare Prospecting & Medical Sales Need to Catch Up With the Times.
What Does a “Digital Transformation” Look Like for Prospecting and Sales?
I keep referencing this “digital transformation” as your company’s solution to its old practice of prospecting and sales, but what does this even mean?
A “digital transformation” to increase efficiency and success of medical prospecting and sales means investing in digital marketing efforts.
Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Remember when we said everyone is turning to screens rather than offices?
Digital marketing, specifically demand generation-focused digital marketing, uses specific strategies and tactics to acquire high-intent leads via the internet. Whether your company is in a competitive field such as telemedicine or it’s a very niche solution, digital marketing is able to acquire leads through specific audience targeting and building awareness of your company’s solution.
If you want an in-depth explanation of the strategies and tactics used to acquire these high-intent leads, read our e-book on Healthcare’s Digital Transformation!
So what exactly does this mean for increasing the efficiency and success of your sales team?
With your digital marketing systems bringing in high-intent leads, your prospecting and sales team gets access to leads that are highly likely to convert to a paying customer. Instead of wasting hours on cold calls and manually prospecting companies that may have no interest, your sales team is able to do what they do best:
Sell Your Solution to a Company That Is ACTUALLY Interested!
Although medical prospecting & sales tend to be far behind in the digital game, this does NOT mean that the transition to digital is difficult! With an immature digital infrastructure, digital efforts are more easily implemented as there are no technical interferences from previous initiatives. Even with an existing infrastructure, our team has the technical knowledge to implement a successful transformation.
We understand that a “digital transformation” can be intimidating, especially when you’re behind the technological curve. This no longer needs to be a reason to resist progress. Competent digital marketers understand that their industry is new to these solutions, and educate their clients while they execute.
At OM, we build relationships by both executing and leading. We bring success in the form of high-intent leads and positive ROI, but also educate your team on the tactics, strategies, and processes that reach desired results. By bridging the gap between action and education, we set your team up for success from the inside out. It’s time to unlock the full potential of your sales team and take the “digital jump”!