In healthcare, precision can be critical to the success of a cure or an operation. In healthcare telemarketing, the need for precision still remains. But instead of tools and medical analysis, businesses who support the professionals and institutions in the healthcare industry must answer and ask the right questions in order to get more precise information.
Another good comparison would be the use of big data in healthcare. This excerpt from Forbes explains just why you need to pay attention to the questions being asked by your prospects as well as the questions you ask in turn:
“Two factors lie behind this new approach to medicine: a different way of using data, and the availability of new kinds of data. It’s not just stating that the drug is effective on most patients, based on trials (indeed, 80% is an enviable success rate); it’s using artificial intelligence techniques to divide the patients into groups and then determine the difference between those groups. We’re not asking whether the drug is effective; we’re asking a fundamentally different question: ‘for which patients is this drug effective?’ We’re asking about the patients, not just the treatments. A drug that’s only effective on 1% of patients might be very valuable if we can tell who that 1% is, though it would certainly be rejected by any traditional clinical trial.”
Now even though people will argue that B2B telemarketing may not be able to gather such large volumes of information compared to big data, it can use questions to get the precise answers that are often sought out in B2B. Just like patients, not all businesses want the same solution. Some health leads will have unique traits those businesses will take interest in, say, a medical device or a form of management that you don’t normally market.
You will never know that though unless you ask and answer the right questions.
So why does it have to be both? Well it’s because asking and answering alone don’t make much of a discussion. In B2B marketing, it’s important to engage your prospects during qualification. You need to know their needs (even needs that they’re not aware of) and deliver your information to sales so that they can propose a deal-closing solution, service, or product. In fact, you can even see answering and asking as representing two types of lead generation that work much better together than apart:
- Answering – Inbound: You set up a website or spread a few ads. These ads generate responses from curious doctors or facility managers. From answering their questions properly, you can raise their interest until it’s high enough for them to be qualified. Unfortunately, you might miss out on other possible problems that could have been uncovered if you only asked.
- Asking – Outbound: Asking the right questions challenges prospects to test the limits of their knowledge and resources. Realizing these limitations could potentially convince them to take you up on your business offers. The downside to this is that prospects have more difficulty trusting someone who just asks them questions and won’t answer theirs.
Again, combining the strategies centered around both asking and answering completes the whole process of engagement that is vital to the sales process. It not only maintains the trust of your prospects, that trust grants you access to more precise information that sales can use to propose effective solutions. Make sure your B2B telemarketing services both ask and answer the right questions!