Healthcare case study
Call Campaign Generates 60% Incremental Sales: A Healthcare Appointment Setting Case Study
A Health Savings Account (HSA) provider needed to reach insurance brokers and HR teams at large employers, but it had no inside sales team. Before hiring, it wanted proof that a calling model would work. This healthcare appointment setting case study shows how a two year campaign became the blueprint for the client’s new in-house team.
- 60% incremental sales The call campaign that proved the client’s inside sales model.
- A 2 year campaign Won in a head to head test against a second vendor.
- 8 reps hired The client hired 4 sales reps and 4 inbound sales reps.
Service engagement
What the campaign included
- Appointment Setting
- Email Support
- Market Intelligence
The core of the work was B2B appointment setting: reaching brokers and HR decision-makers by phone and booking meetings with the client’s sales reps. Email support helped keep those meetings on track, and market intelligence gathered on each call helped the client understand which prospects were most likely to convert.
Client challenges and goals
Proving the model before investing in it
The client needed a solution to reach out to insurance brokers and HR teams of large employers but did not have the advantage of an inside sales team. Health Equity developed a strategy to build an inside sales team. However, before hiring full time employees, they wanted to ensure they could prove the model to be worth the internal investment.
That is a common and sensible position. Building an inside sales team means recruiting, training and managing people before you know whether the channel pays off. Testing the model with an outside partner first lets a company measure the real response from its market with far less risk.
The goals of the campaign included:
- Proving that a calling campaign could, in fact, secure enough appointments with highly qualified prospects.
- Proving the ability to convert appointments to revenue.
- Learning the process from a market leading appointment setting and lead generation vendor so they could model their new inside sales team after the successful engagement.
Solutions
Winning a head to head test with experience
B2B Appointment Setting was hired, along with a second vendor, to test and determine which of the two companies could more successfully produce a large number of highly qualified leads. For B2B Appointment Setting, this turned out to be a 2 year campaign.
As is the standard practice at B2B Appointment Setting, we assigned a Project Manager and mature, experienced agents to the campaign. Experience, in this head to head competition, proved to be a major differentiating factor when Health Equity compared the results of the two companies.
- 01
Build compelling talking points
Agents received talking points that generated high interest from prospects and produced a much higher than expected number of highly qualified leads.
- 02
Nurture missed appointments
A multi touch lead nurturing process responded to missed appointments and rescheduled the engagement between prospects and Health Equity sales reps.
- 03
Refine with the client’s team
We worked closely with Health Equity staff to continually refine the process and deliver the types of highly qualified leads they wanted.
- 04
Convert leads to revenue
The refined process gave the client’s reps the leads they needed to convert into revenue generating clients.
The multi touch nurturing step deserves a closer look. Brokers and HR leaders are busy, and a missed meeting is not the same as a lost prospect. Following up promptly and rebooking kept interested prospects in the pipeline instead of letting them go cold. It is the same discipline we bring to every B2B telemarketing program.
Results
The results the client reported
- 60% incremental sales generated by the call campaign.
- Hired 4 sales reps and 4 inbound sales reps.
- Forecasting to grow to a much larger inside sales team within the next 18 months.
The campaign did what it was designed to do. It proved that calling could produce qualified appointments and that those appointments could become revenue. With that proof in hand, the client had the confidence to hire and a working process to model its new team on.
The highlights
In the client’s words
The calling campaign was successful beyond all expectations. It was so successful that we modeled our new process after B2B Appointment Setting program. We moved this process in house because we need to tie the actual results to the brokers our sales reps reach and the sales they close as a result. If we did not bring this process in house, we would have certainly continued our engagement with B2B Appointment Setting. The entire experience and all the teams at B2B Appointment Setting were outstanding including the data team, project management, and of course, the callers.
Moving the process in house was a sign of success, not a setback. The client learned what worked from an experienced partner, then built it into its own team so it could tie results directly to broker relationships.
The difference
The B2B Appointment Setting difference
B2B Appointment Setting specializes in complex calling campaigns. Thorough preparation, positivity, experience, consistency and tenacity are some of the ways B2B Appointment Setting agents continue to deliver outstanding value for clients of all sizes.
If you are weighing whether to build an inside sales team, a campaign like this can answer the question with real data. See how another healthcare client used calling to reach hospitals in our hospital consulting case study, or contact us to talk through a test campaign.
Why would a company test outsourced calling before hiring an inside sales team?
Hiring, training and managing an inside team is a real investment. Testing with an experienced partner first shows whether your market responds to calling, what messages work and how many qualified appointments you can expect. In this campaign, the client used the results to justify hiring and to model its new team’s process.
Who did the callers contact for this HSA provider?
The campaign focused on insurance brokers and the HR teams of large employers. These are the people who influence which health savings account provider an employer offers, so they were the right audience for appointments with the client’s sales reps.
What made the difference in the head to head test with another vendor?
According to the client, experience was a major differentiating factor. We assigned a Project Manager and mature, experienced agents, gave them compelling talking points, and built a multi touch follow-up process for missed appointments. Together these produced a much higher than expected number of highly qualified leads.
How were missed appointments handled?
We developed and implemented a multi touch lead nurturing process. When a prospect missed a meeting, our team followed up, responded to the missed appointment and rescheduled the engagement with the client’s sales reps. This kept interested prospects in the pipeline instead of losing them after one missed call.
Is it a failure if a client brings the calling process in house?
Not at all. In this case the client said it would have continued the engagement if it had not needed to tie results directly to its own reps’ broker relationships. Handing over a proven process is a good outcome, and some clients keep an outside team for new markets or overflow.
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See how the pieces fit together, or talk to us about the campaign you have in mind.
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