The challenge: Hospital decision-makers weren't giving sales reps a chance.
The company was trying to expand into major hospital systems, but its sales team kept running into the same problem.
Established competitors already had contracts in place.
And cold outreach wasn't giving hospital decision-makers a compelling reason to consider another vendor.
Leadership believed the market was essentially locked down.
But there was another audience the company wasn't reaching.
The doctors and specialists who would actually use the product.
These clinicians had their own needs and reasons to look for a better solution.
The problem was that their interest wasn't making it into the conversations happening between sales reps and hospital decision-makers.
Without evidence of that demand, reps had very little leverage to challenge existing vendor relationships.
We needed to give them something more convincing to bring into those meetings.
What we did
We reached clinicians first and gave the sales team evidence they could use.
We started with Google Search campaigns targeting doctors and specialists actively looking for solutions like the company's product.
These campaigns focused on people already searching for information, rather than relying on cold outreach to create interest.
We also built dedicated product landing pages that matched what those clinicians were searching for.
When someone requested information or expressed interest, we captured that demand and connected it to the relevant hospital account.
That became an important part of the sales process.
Instead of approaching hospital decision-makers with another cold pitch, reps could bring evidence that clinicians associated with those institutions were already looking for the product.
They could point to actual inquiries from medical professionals and use that interest to strengthen their account conversations.
The campaigns helped identify demand. The sales team used that information to pursue institutional contracts.
