Hospital consulting case study
Lead Generation Campaign Produces an Astronomical ROI: A Healthcare Lead Generation Case Study
A hospital consulting firm’s Vice President of Business Development was cold calling prospects himself and could not generate the number of leads he needed. Part time, one person calling simply was not producing enough data. This healthcare lead generation case study shows how outsourcing the calls freed him to sell and produced a 1405% ROI.
- $520K annualized revenue Reported from a campaign targeting 1750 hospitals.
- 1405% ROI At only a $37K cost for that segment of the campaign.
- 1634% ROI At only a 47K cost of the campaign.
Service engagement
What the campaign included
- Appointment Setting
- Sales Intelligence
Our callers set appointments directly on the Vice President’s calendar. Just as important, they gathered sales intelligence: why some hospitals had not engaged before and what stood in the way. That combination of B2B appointment setting and prospect insight is what turned calls into closed business.
Client challenges and goals
One person cannot make every call
When the Vice President of Business Development was cold calling prospects himself, he found he could not generate the desired number of leads working alone and did not understand why he couldn’t convert at a higher rate. Part time, one person calling simply was not generating enough data. They decided to outsource B2B appointment setting and contacted B2B Appointment Setting.
This is a familiar trap for senior sellers. Every hour spent dialing is an hour not spent in meetings, and a small number of calls makes it hard to see patterns. Without enough conversations, you cannot tell whether the problem is the message, the timing or the prospect.
The goals of the campaign included:
- Scheduling a significant number of appointments for the Vice President, who then in turn had the time to work their sales process and ultimately close the sale.
- Trying different tactics not previously employed.
- Streamlining their process. Streamlined process = more revenue.
Solutions
Experienced callers working side by side with the client
B2B Appointment Setting assigned mature, experienced agents to work on this campaign directly with the Vice President of Business Development. They worked closely with the client to target prospects who previously chose not to engage during a first communication. The agents worked hard to understand the obstacles to engagement and provided that data to the client, who then focused on those obstacles and turned them into closed sales.
- 01
Stay flexible and scalable
The campaign could grow or shrink depending on the client’s current need.
- 02
Assign skilled, mature agents
Highly skilled, experienced agents worked closely with the client on new prospects and previously failed engagements.
- 03
Uncover obstacles to engagement
Agents learned why hospitals had not engaged and passed that intelligence to the client.
- 04
Capture and retain warm leads
A smart strategy kept prospects who were not ready at first contact in a full, fresh pipeline.
Revisiting prospects who had already said no is often overlooked. A first refusal can reflect timing, a busy day or a misunderstanding rather than a lack of need. By listening for the reason and feeding it back to the client, our agents helped turn past rejections into new opportunities. That approach is at the heart of our B2B lead generation services.
Results
The results the client reported
- 1750 hospitals targeted
- $520K annualized revenue
- 1405% ROI (at only a $37K cost for that segment of the campaign)
- 1634% ROI (at only a 47K cost of the campaign)
The numbers reflect two things working together: enough well-prepared calls to reach a large hospital market, and a senior seller with the time to work the appointments and close.
The highlights
In the client’s words
I started cold calling myself and had an epiphany that I could have someone else do it for me. Through a new partnership with a significant player in our marketplace, we met the B2B Appointment Setting team. The beauty with B2B Appointment Setting is they can scale up or down as needed. People don’t have a great impression of telemarketers, but Murray finds seasoned, experienced people with a working knowledge of healthcare. I like one on one communication better than electronic communication. I still think this is a good way to communicate and engage people when selling. This works better for me. I gave the agents specific people to target. They had access to my calendar and scheduled calls for me directly.
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 a senior seller spending too much of your week on the phone, this campaign is a useful model. See how another healthcare client proved its sales model in our HSA case study, or request a consultation to discuss your market.
Why couldn’t the Vice President generate enough leads on his own?
He was cold calling part time while also running the sales process. One person calling part time simply does not produce enough conversations or data. He could not reach enough hospitals, and with so few calls he could not see why some prospects did not convert. Outsourcing gave him both volume and insight.
How were appointments scheduled for the client?
The client gave our agents specific people to target and access to his calendar. Our callers scheduled calls for him directly, so he could spend his time in conversations with interested hospital decision-makers instead of dialing and arranging meetings himself.
What does targeting previously failed engagements mean?
Some hospitals had chosen not to engage with the client during a first communication. Our agents went back to those prospects, worked to understand the obstacles to engagement and gave that information to the client. He used it to address the obstacles and turn them into closed sales.
How was the ROI in this case study calculated?
The client reported $520K annualized revenue from a campaign targeting 1750 hospitals. It reported a 1405% ROI at a $37K cost for one segment of the campaign, and a 1634% ROI at a 47K cost of the campaign. These are the figures the client reported to us.
Can a campaign scale up or down as needs change?
Yes. Flexibility and scalability were part of the onboarding plan for this client, and he highlighted it himself: the team can scale up or down as needed. We adjust the calling effort to match your capacity to take meetings and your current sales priorities.
Do your callers understand healthcare buyers?
For this campaign we assigned mature, experienced agents, and the client noted they had a working knowledge of healthcare. For every campaign we prepare callers on your offer, your buyers and the questions they are likely to ask, so conversations with busy hospital staff stay relevant.
Keep exploring
Related services and results
See how the pieces fit together, or talk to us about the campaign you have in mind.
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60% Incremental Sales
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Get your calendar full of hospital meetings
Stop splitting your week between dialing and selling. Let’s talk about a campaign that books meetings directly on your calendar.