Medical equipment case study
Medical Equipment Manufacturer: A Medical Device Market Research Case Study
One of the world’s 10 largest medical device companies asked us to run a multi-step market survey campaign, calling hospitals and surgical centers. The aim was to reach busy staff, gather feedback, educate prospects and find those ready to meet a representative. This medical device market research case study shows how the campaign surfaced critical service issues.
- Critical issues identified Compiled feedback identified service issues the client then rectified.
- Prospects educated Hospital staff learned about available products during the calls.
- Brand represented well A Fortune 100 client praised how we represented its brand.
Service engagement
What the campaign included
- Sales Lead Generation
- Sales Lead Qualification
- Sales Intelligence
- Market Research/Survey
The campaign blended surveys and market research with sales work. Each call gathered survey answers, shared information about equipment, and listened for signs that a facility was ready to talk to a representative. Those prospects were qualified and passed to the client, which makes this a good example of B2B lead qualification inside a research program.
Client challenges and goals
Reaching hospital staff who have little time to talk
One of the world’s 10 largest medical device companies contacted B2B Appointment Setting with an initial request to conduct a multi-step market survey campaign, with calls targeting hospitals and surgical centers.
Hospital and surgical center staff are among the hardest people to reach by phone. Their days are driven by patient care, and a call about equipment has to be brief, relevant and respectful of their time. The campaign also had to protect the reputation of a major brand in every conversation.
The goals of the campaign included:
- Connecting with busy and hard to reach hospital personnel
- Acquiring data from prospects through the results of a short survey
- Educating prospects about the status of certain equipment
- Identifying qualified prospects who are ready to meet with a representative
Solutions
Careful preparation and constant review
B2B Appointment Setting assigned the campaign to Meryl and Lisa, both very positive team members with extensive experience in calling campaigns for the healthcare industry. Our proven system for onboarding the new client project included:
- 01
Train with the client
The client helped with a brief but thorough agent training so callers could represent the client and the brand.
- 02
Prepare call content and FAQs
Agents had the information needed to represent the brand properly and achieve the campaign objectives.
- 03
Hold internal team meetings
Regular meetings covered additional training, feedback, questions and ongoing education for campaign agents.
- 04
Record and review calls
Recorded calls supported daily and weekly reviews, ongoing agent training and quality improvement.
- 05
Revisit the strategic plan
We consistently reviewed the plan to improve expected deliverables and projected client ROI.
Recording and reviewing calls matters most in campaigns like this. It shows how prospects react to each question, where callers can be clearer, and what patterns are emerging in the answers. Those patterns are what turn individual survey calls into market intelligence a client can act on.
Results
The results the client reported
- Educated prospects about available products.
- Compiled feedback, which resulted in identifying certain critical service issues.
- With this data, the client ultimately rectified the critical issues.
The most valuable outcome was not a sales number but an early warning. Honest feedback from the people using the equipment every day showed the client where service was falling short, and gave it the information it needed to fix the problem.
The highlights
In the client’s words
The B2B Appointment Setting team was outstanding. From program setup through execution, they provided a level of professional support and service that ensured our initiative was a success. B2B Appointment Setting represented our brand and our customer’s interest extremely well.
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 need feedback from hospitals, clinics or other hard to reach buyers, a well-run survey campaign can deliver both insight and qualified prospects. Read about another healthcare engagement in our hospital consulting case study, or request a consultation to plan your research. And if your goal is scheduled sales meetings rather than research, our medical device B2B lead generation page explains how those campaigns run.
Can a survey campaign also generate sales leads?
Yes. In this campaign, the same calls gathered survey data, educated prospects about equipment and identified qualified prospects ready to meet a representative. Combining research with lead qualification makes each conversation more valuable, as long as the survey itself stays short and respectful of the prospect’s time.
How do you reach busy hospital and surgical center staff?
We assigned team members with extensive experience in healthcare calling campaigns and prepared them with call content and FAQs. Short, well-prepared calls that respect clinical schedules give callers the best chance of a useful conversation with hard to reach hospital personnel.
How was the client involved in training?
The client helped us deliver a brief but thorough agent training so callers could properly represent it and its brand. We then prepared call content and FAQs, and held internal team meetings for extra training, feedback and questions throughout the campaign.
Why were calls recorded during the campaign?
Recordings were used in daily and weekly reviews, for ongoing agent training and for quality improvement. Listening back shows how prospects respond and where the approach can be sharpened, which helped us consistently improve expected deliverables and projected client ROI.
What did the client do with the survey feedback?
We compiled the feedback, which identified certain critical service issues. With that data from hospitals and surgical centers, the client ultimately rectified those issues. That is a good example of how market research calls can protect customer relationships as well as support new sales.
Keep exploring
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Hear directly from your market
Plan a survey campaign that reaches busy buyers, gathers honest feedback and finds prospects ready to talk.