Too often in MedTech, Marketing and Sales share the same goal of driving engagement and growth; however, there is a disconnect in execution that prevents both teams from realizing the optimal impact of their efforts. In working with over 100 MedTech companies of all sizes, S2N Health has developed an innovative approach to harness the power of Marketing+Sales with S2N’s AI-powered customer intelligence platform RepSignal® plus precision analytics, turning initiatives into opportunity pipeline.
The S2N Health Solution: Persona-Based Initiatives
S2N Health has developed a 6-step framework that infuses customer-centric insights into every action of a campaign, from conceptualization to messaging, targeting and engagement by the field team. With the combination of expansive RepSignal data plus expert market research & analytics, S2N Health is uniquely positioned to deliver this innovative, end-to-end solution for enabling high-impact campaigns that drive growth.
Step 1: Conceptualizing Personas
- Whether the target campaign involves new technology, new evidence, or a focus on specific patient or provider groups, a deep understanding of the market and patient journey is crucial to identifying the target personas for the campaign. There may be more than one target persona to define for messaging and outreach, such as primary hospital vs. ASC practice, administrators vs. clinical stakeholders, or decade of training. RepSignal intelligence plus S2N’s extensive market expertise enable creative and effective approaches to defining personas.
Step 2: Validate Approach
- Campaigns can entail significant investments of time and human resources, so it is important to validate that the approach will be effective before investing a lot of time and money. The S2N Health Services team conducts rigorous quantitative and qualitative primary research to validate hypothesized personas and test tailored messaging to validate the market segmentation and impact of the campaign.
Step 3: Align Personas to Sales Targets
- Linking marketing campaigns with actual target customers is a vital step in this cross-functional effort, and where many marketing campaigns in medtech currently lose steam and impact. Effective collateral and messaging may have been created, but not effectively deployed to the field in an actionable way. S2N’s robust, multisourced RepSignal data platform enables relevant personas to be identified at the HCP and account (IDN, Hospital, ASC, Practice) level for opt-in marketing campaigns and direct targeting by sales.
Step 4: Deliver Targets for Action
- For full actionability and impact, persona-based campaign targets must be delivered to the field in their current flow of work. With RepSignal Initiatives built around validated customer personas, and fully integrated into the CRM, it is possible to deliver campaign targets to the field at the territory level for engaging the customers who are most likely to be receptive to the content and messaging. The detailed RepSignal facility and HCP profiles, accessible on mobile devices on the go, further enable individualized interactions in the field.
Step 5: Enable Leader Visibility
- As campaigns progress in the field, sales and marketing leaders will want to monitor the progress of field activity in qualifying identified leads. CRM-integrated dashboards can be populated using simple workflow automations in RepSignal to provide near real-time visibility into how campaigns are advancing against goals. Additional targets can be added to territories as opportunities are qualified, accelerating time to impact of campaigns.
Step 6: Track Success Metrics
- Tracking the ultimate success of a campaign is a necessary step to determine whether an approach had the intended impact or needs to be improved for future initiatives. Success metrics could include new opportunity creation, total sales volume, sales velocity, and account penetration. Combining RepSignal intelligence on account-level opportunity with sales data, live in the CRM, is a powerful way to assess the effectiveness of campaigns and continuously improve processes.
Book a demo to learn more about how S2N Health can align your Sales and Marketing initiatives with RepSignal and our suite of end-to-end solutions.
