Even in B2B, it can be tiresome when your appointment setting strategy has been recently setting you up with prospects that keep having the same problems over and over again. Sometimes it’s not even that different from a tired doctor who has to treat patient after patient, all with the same illness.
On the bright side, it could also mean you have reached a point that you are now very familiar with your target market. And in appointment and lead generation, such familiarity is a much needed advantage. Another benefit from this familiarity is that it keeps you from making false assumptions about your prospects.
Some might say a highly predictable market can also lead to a false sense of security but that’s why it’s important to review. Awareness of these common problems can speed up the process of qualifying prospects, leading to a much faster medical appointment setting. Your marketers may not be able to really present a solution but they can quickly communicate between your prospects and your salespeople on what will be the prime topic to discuss during the meeting:
Patient care is the number one priority for not just professionals, facility managers, and other people you would set B2B appointments with. It’s your number one priority as well, being a business that is supposed to only foster and improve their dedication to that priority. The way doctors handle their patients’ problems should reflect in the way you handle theirs. Don’t just focus on marketing something fancy. Market something that actually says up front that it will help them in their work. Show them that you have a product or service that can only help them deliver better care.
Speaking of which, a particularly nasty problem that often plagues medical professionals is the simple waiting period. There is probably more than one industry under healthcare that focuses itself entirely on this one, singular problem. For example, you have health IT firms like RegisterPatient (as reported from MedCity News):
“Using a HIPAA compliant Facebook app, it helps patients start the registration process from home, request appointments, prescription refills and send secure messages and documents to a practice’s office.”
The longer patients are kept waiting, getting complaints are the least of your prospect’s worries. It’s the fact that they’re delivering lower quality care because of they’re having difficulty managing their time. Aside from healthcare IT, even facility management services can find medical leads among doctors like this (you could offer faster processing for instance).
Finally, there’s a reason why that quote chose to mention the HIPAA. Compliance with federal regulations and standards is also another critical element to ensuring quality care. Groups like the FTC have been known to come down really hard on violators these days so don’t expect prospects to be any less lenient. Though on the flip side, prospects who aren’t could also be meeting with you because they want to know how complying with these same standards (hence, which is why they seek compliance consulting firms).
If you believe that these can’t always be the only problems of your B2B prospects, that’s actually even better. Again, the more you know about common problems and more familiar about common topics, your appointment setter is only going to work faster (while trying to identify more unique problems on the side). Always review common ailments before considering rarer problems.