Digital Communications in the Health Sector

Main_Digital Communications

Customer Profile

Provider of digital communications in both the NHS and Private Health Sectors.

Challenge

To take a newly established brand offering leading edge technology solutions into the health sector at a time when both budgets and people were under extreme pressure. The company who are the market-leading out-of-home digital advertising specialists tasked Fast Track to help it penetrate both the public and private healthcare market with purpose-designed patient and visitor communications solutions.

The task would involve identifying those with appropriate responsibility and motivation at a time of huge flux in the NHS, assessing their level of interest and their potential as customers, and where they were suitably qualified, arranging demonstrations with the buying team – often in excess of 10 individuals, including several directors, across different functions of the organisation.

Solution

Working alongside the client’s sales force we developed and tested our approach to the health sector, contributing also to the evolution of the client’s overall sales and marketing strategy and communications. Our solution also involved attending demonstrations to ensure a close connection with the market and to enable us to coach the client team on shortening the sales process and improving conversion rates. As the relationship developed, a need to source strategic delivery partners was identified and Fast Track researched the options, making recommendations which were taken on board.

Results

  • 45 new relationships resulted from the campaign, each with on average, annual revenue potential of between £100,000 and £240,000
  • Appointments set up with strategic decision makers eg. Chef Executives, in prestigious players such as St Bartholomew’s and University College Hospital.

Clients View

“Superb – from the point of view of results, service and the care, passion and commitment put in by the team – their integrity, drive and intelligence is outstanding – they did a great job.”
Sales and Marketing Director, on our New Business Development project