Innovative Medical: personalized outreach to busy clinicians, at scale
Innovative Medical sells to US clinicians and the administrators around them, people with very little time for a sales rep. Enquirer Consulting Group (ECG) built prospecting and personalized outreach for them across cold email and LinkedIn. Paul Smaldone, their Sales Director, tells the story on camera below.
Busy clinicians, and a sales motion that had to change.
Paul's starting point is the one most US medical sellers will recognize.
“Physicians are extremely busy for so many reasons, and they don't want to be interrupted by emails, by phone calls, or in-person visits by sales reps. But, you know, the way to get in front of them has changed.” Paul Smaldone, Sales Director
Prospecting was taking up time the team would rather spend with customers, and choosing which channels to pursue for a product line was its own piece of work.
Prospecting and personalized outreach, built around the people who buy.
We built prospecting and personalized outreach across cold email and LinkedIn, so the team reaches the right clinicians and spends its time on relationships.
Paul describes two parts of the work on camera: help with business plans and strategy, so he is “not wasting my time going down a business channel” that will not work for a product, and an engine that identifies “the right people using the right message”, with every message personalized to the person receiving it.
He also found us the way his own buyers now do. A LinkedIn message from our engine reached his inbox, and in his words, “there was something about the message that I got from Enquirer that made me stop.”
What changed for the team.
The outcome Innovative Medical reports is prospecting and research automated, and the team freed to focus on relationships and closing.
“Enquirer Consulting Group provided the tools to allow us to personalize outreach at scale in a way that simply wasn't possible before.” Paul Smaldone, Sales Director
On camera he adds that the outreach earns replies from “providers and nurses and administrators, C-levels, that are very busy in their day”, and that he “can't even quantify the number of hours that it saved” him.
Watch Paul Smaldone tell it.
Read the transcript
The landscape is changing completely. Physicians are extremely busy for so many reasons, and they don't want to be interrupted by emails, by phone calls, or in-person visits by sales reps. But, you know, the way to get in front of them has changed. And so I've been able to utilize Enquirer in various manners. Enquirer helped me and saved me so much time in building business plans and strategy.
And so that I'm not wasting my time going down a business channel, you know, that may not really be viable for a various product. In this case would be [product name removed]. It's been a very significant tool for me. And in the space of prospecting, which can take up so much time, I've utilized Enquirer, which is a platform that is able to very strategically identify the right people using the right message.
And it's very, very personalized. You know, the way that I discovered Enquirer was through my LinkedIn. And as a sales director, I get targeted a lot in my inbox. You know, lead generation programs. And a lot of them I skip through. There was something about the message that I got from Enquirer that made me stop. And that's the secret sauce that they have that I responded to. And it's the reason why it's very successful for me is because I get engagement with these providers and nurses and administrators, C-levels, that are very busy in their day.
And there's something that makes them stop and respond to my messages. And it's the same reason why I stop. So it's been a very useful tool for me. I can't even quantify the number of hours that it saved me. And the ROI is absolutely fantastic. You know, it's something that I hope, no matter what is in my future, to continue to utilize. And those are just a few ways that Enquirer has changed the landscape for me.
Transcript of the published interview, lightly edited for reading.
Disclosure. Paul Smaldone also works with Enquirer Consulting Group as a consultant on US medical sales.
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