Medcura is a leading healthcare IT company, combining real health expertise with in-depth software, consultancy and business knowledge. They have a highly experienced team of pharmaceutical staff and an innovative range of products. These help healthcare organisations to offer the best services, providing tangible benefits to staff and patients.
The team at Medcura had limited sales and marketing experience, but wanted to quickly promote their entry level WebTracker product into the NHS. The product had an early roll-out across seven NHS Trusts, on the basis of existing contacts and word-of-mouth referrals, so Medcura wanted to capitalise on this and extend the reach of their marketing. They needed a strategy to build on their initial success, and a system with resources in place, to get the message out about their new product.
Medcura’s aim was to quickly get their consultants’ diaries full with plenty of demos. They decided to partner up with salesleadgen.com to benefit from their experience of creating sales and marketing plans, with specific expertise in lead generation.
In order to help Medcura to boost their marketing prospects, salesleadgen.com provided an experienced sales director on an interim basis, to hone propositions, redesign sales collateral and create a quarterly sales and marketing plan.
A simple Customer Relationship Management (CRM) system was implemented to help manage the campaign from Medcura's side, with a link into salesleadgen.com's own lead generation platform.
The next step was to identify and pinpoint Medcura's target market - mainly the Heads of Pharmacy at NHS Trusts around the country. This decision led to the implementation of two different data research methods in order to identify target individuals; LinkedIn and an externally purchased database from Binleys.
salesleadgen.com then designed a multi-step campaign to engage and qualify the target market. Medcura had the benefit of an assigned campaign account manager to manage the email marketing, handle responses and further qualify prospects via 1:1 messages and telemarketing.
Leads were transferred over as booked demos. Medcura staff were given sales skills coaching on how to best handle these meetings and subsequent follow-up, so they could progress the leads through to completion.
Shapour Hariri, the Managing Director of Medcura, praised the partnership saying:
"We were looking for a partner with the right blend of strategic sales experience and proven lead generation capability - and we found that in salesleadgen.com. In the short time we have been working together, I have seen real value being added to our marketing approach and thanks to the additional training given to our team; we now feel much more confident in our own ability to market and sell our new product.
"salesleadgen.com has been amazing to work with; approachable and friendly throughout the entire process."
Since working together, Medcura now has a pipeline of 12 new business opportunities with a value of £60K in just six weeks.
The entire lead generation process and coaching was shared on a transparent basis (no black box approach), allowing Medcura to independently extend and develop their sales strategy even further.
Staff in the business have increased their confidence knowing how quickly it is to target and gain traction in a market. They now have systems in place for both ongoing lead generation in their existing markets - and new target areas. They also have a clear sales and marketing plan, identifying key on-going activity for the remainder of the year.
Nick Gilbert, MD of salesleadgen.com, said:
"We have immensely enjoyed having the opportunity to help Medcura to create a pipeline of new business opportunities. In such a short space of time we have flexed our full lead generation capability - encompassing both strategic sales and marketing consultancy and campaign management to enable Medcura to reach key individuals to whom their product is going to be of the most use.”
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