Duane Lacey, Managing Director, The Healthcare Partnership, on how telemarketing support boosts your sales team’s performance by enabling improved access to HCPs.
How does your telemarketing support enhance sales performance?
There is a recognised need now to deliver results from brands rapidly. Our telemarketing support spans the full product lifecycle and enables companies to optimise impact at all stages. With quality compliance a priority and a team with extensive healthcare knowledge, we work to increase brand performance through creating enhanced HCP access.
Our services are also key during formulary/clinical commissioning group prescribing green light pull through/switch notification success, through our ability to have dialogue with primary/secondary care key and periphery contacts. Maximising return on investment (ROI) is crucial. Our telemarketing helps to fit into this window of opportunity in a timely, responsive and cost-effective manner.
We have seen commercial ambitions and brand success becoming a reality more rapidly through the significant field force time and costs savings we help our customers achieve, from gathering brand and contact intelligence to helping maximise salesforce results through setting up appointments.
What are the major challenges that your clients face in today’s marketplace?
As we know, access to HCPs is becoming increasingly difficult, with access to many via conventional channels reduced. Coupled with the desire to create effective multichannel marketing strategies that are challenged by local variations in both funding flows and understanding of key customer groups, it makes it very hard to create relevant target lists and maps of influence. Doing more with less to achieve ROI and hitting rapid post launch break even all prove to be challenging.
“We aim to be an integral part of the brand team and hence HCPs perceive our collaboration to be seamless, ensuring maximum value and confidence in the campaign is delivered.”
What do you do to ‘go beyond the brief’ for your clients?
Over the years we’ve identified many ways to positively influence campaign outcomes above and beyond the initial brief. We provide internal expertise and insight to clients which can enhance the campaign brief. Our skilled team also regularly feeds back on potential strategy changing insights during campaigns.
What does your partnership working approach involve?
Our partnership approach is built on collaboration with the client and working together to achieve agreed shared goals. Trust and overall transparency create strength in insights and we achieve stretch goals much faster this way for clients. We aim to be an integral part of the brand team and hence HCPs perceive our collaboration to be seamless, ensuring maximum value and confidence in the campaign is delivered.
How does your support help clients to understand their customers’ needs?
Weekly insights uncovered are captured in the CRM, clients can regularly review, react and fine tune campaign activity and messaging accordingly. The frequent campaign reports enable clients to identify and review trends fast. Our goal is to maximise insights gathering to deliver continued additional value.
What sort of feedback do you get from your clients?
Feedback has been very positive to date. Here are some examples…
“Good to catch up just now. I’ve included below the data which shows what a great job you’re all doing and the positive effect it’s directly having on brand sales (*12% increase in brand sales during telemarketing support activity). Thanks very much for all your hard work.”
“I’m just emailing to congratulate you and your team on not just hitting the target of appointments but smashing it. So far you are 137% of target with just 59% of time gone. This is a great result. So far, we have got over 100 appointments both face-to-face and departmental meetings. We have used other companies in the past and have not seen this amount of passion and professionalism and of course success.”
“Working with you over the last two years has helped us achieve numerous objectives and has directly increased sales across various product ranges from the activity completed. The team are very professional with their approach and interactions with our target customers. We look forward to continuing our working relationship with the team.”
How do you address the issue of trust between HCPs and industry?
Our people are professional, empathetic, deliver on promises, are polite, share feedback openly and efficiently and follow-up. It is an intrinsic part of the fabric of what we do, our people need to meet the strict levels of quality compliance that both us and our clients expect.
THE HEALTHCARE PARTNERSHIP’S TOP 5 TIPS
1. Identify and build rapid rapport with HCPs and peripheral contacts who are able to assist in the most efficient route to engagement using a multichannel approach, identifying advocates as quickly as possible.
2. Develop effective questioning to understand needs in order to be able to provide a suitable solution, and never assume GP/consultant access will achieve all of your objectives.
3. Understand who the key customers are in the respective practices/hospitals for specific therapy areas.
4. Ensure access coverage across multiple job titles in the practice/hospital.
5. Add value to the customer and glean value and progress from
every connected call.
Contact The Healthcare Partnership on 03300 526526 or visit www.the-HCP.com to arrange a brief exploratory call or coffee and discover how we can increase HCP access, increase engagement levels and revenues and generate quality appointments for your salesforce.