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  • Healthcare Transformation Lab: Addressing Commercialization Waste

    Healthcare Transformation Lab: Addressing Commercialization Waste

    Imagine you’ve launched a groundbreaking healthcare product, investing heavily in marketing and education, but sales remain flat. What went wrong? In this first installment of our “Healthcare Transformation Lab” series, we explore the challenge of commercialization waste and uncover strategies to turn it around.


    The Challenge: Commercialization Waste

    Despite significant investment, inefficient resource use and misaligned strategies often lead to poor results. The key is identifying these gaps early and optimizing the approach to maximize impact.

    The Investigation: Diagnosing the Problem

    Follow along as a “Transformation Lab Investigator” and tackle the scenario step by step:

    1. Audience Segmentation: Instead of focusing on just one group, adopt a non-personal promotion (NPP) strategy to engage healthcare professionals and patients. This ensures tailored messaging that minimizes waste.

    2. Engagement: Use an omnichannel approach—social media, webinars, and emails—to reach audiences where
      they are most active, improving impact and efficiency.

    3. Measurement and Optimization: Track multiple KPIs, including engagement rates and conversions, to continuously optimize your strategy and reduce wasted resources.

    Solution Unveiled: Connexio Health’s Expertise

    Connexio Health specializes in strategies that reduce commercialization waste through advanced data-driven solutions, audience segmentation, and omnichannel engagement. We help healthcare organizations maximize their reach and optimize outcomes, ensuring your product thrives.

    Ready for the Next Lab Challenge?

    Stay tuned for the next installment in our “Healthcare Transformation Lab” series, where we explore omnichannel optimization. Facing a challenge? Reach out to Connexio Health for expert support in transforming your strategy.

    Kristen Fescoe

    October 11, 2024
    Uncategorized
  • Human-Centered Healthcare Marketing Delivers Results

    Human-Centered Healthcare Marketing Delivers Results

    In an era dominated by technology and data, the most powerful tool in healthcare marketing remains the human connection. Healthcare professionals are not just consumers but individuals with unique needs and challenges. At Connexio Health, we build authentic relationships that foster trust, engagement, and long-term success.


    Building Trust and Authenticity


    Healthcare professionals value trust and authenticity in their relationships with brands. Instead of relying solely on data-driven strategies, Connexio Health emphasizes transparent communication and personalized engagement, tailoring our approach to meet the specific needs of healthcare providers. Trust is earned through consistent, genuine interactions, and we help brands establish themselves as true partners, not just vendors.


    Personalized, Empathetic Engagement


    A one-size-fits-all strategy doesn’t work in healthcare. Providers need solutions that speak directly to their unique challenges. By listening with empathy, we craft personalized education and messaging that resonate with healthcare professionals, building connections that go beyond transactional exchanges.


    The Future of Human-Centered Healthcare Marketing


    As the healthcare landscape evolves, the importance of human-centered marketing becomes even clearer. Authenticity, trust, and empathy are the cornerstones of Connexio Health’s approach, helping brands build lasting, meaningful relationships with healthcare providers.


    Let Connexio Health help you transform your healthcare marketing approach—one genuine connection at a time.

    Kristen Fescoe

    September 30, 2024
    Marketing
    Healthcare marketing, Marketing
  • The Future of Healthcare Commercialization: Predictive Analytics

    The Future of Healthcare Commercialization: Predictive Analytics

    Predictive analytics is revolutionizing healthcare commercialization, empowering organizations to make data-driven decisions, improve engagement, and anticipate market needs. By analyzing historical data, healthcare companies can enhance customer targeting, optimize sales and marketing efforts, and streamline product development.

    Connexio Health’s Predictive Analytics Tools

    At Connexio Health, we utilize cutting-edge tools to help our clients stay ahead:

    • Advanced Data Platforms: Aggregating EMRs, prescription databases, and HCP interaction data for comprehensive insights.
    • AI & Machine Learning: Refining predictive models in real-time to anticipate trends and optimize strategies.
    • Custom Dashboards: Providing real-time insights for timely decision-making.


    Future Trends in Healthcare Commercialization


    Looking ahead, predictive analytics will drive hyper-personalized treatments through genomic data, deliver real-time market insights via IoT devices, and foster collaboration across the healthcare ecosystem. AI-driven customer insights will become increasingly sophisticated, enabling even more targeted engagement.

    At Connexio Health, we’re at the forefront of this transformation, helping healthcare companies predict success through innovative tools and expertise.


    Learn more at www.connexiohealth.com.

    Kristen Fescoe

    September 23, 2024
    Connexio Health, Data and Technology
  • 5 Ways Data Can Supercharge Your Healthcare Sales Strategy

    5 Ways Data Can Supercharge Your Healthcare Sales Strategy

    Data is the new gold in the healthcare industry, and leveraging it effectively has a significant advantage. Here are five ways to use data to boost your healthcare sales:

    1. Target the Right Audience: Move beyond traditional demographics. Utilize healthcare claims data to identify facilities with a high prevalence of conditions your product addresses. Combine this with information on purchasing history and existing contracts to pinpoint ideal customers with specific unmet needs.

    2. Personalize Your Pitch: Data allows you to tailor your message to each prospect. Analyze their past purchases and research papers published by their staff to understand their current challenges and how your product aligns with their specific goals.

    3. Predict Needs and Proactively Engage: Healthcare data can reveal trends in disease prevalence or upcoming regulatory changes at a facility. Use this foresight to reach out with solutions that address these anticipated needs proactively.

    4. Measure Campaign Effectiveness: Data goes beyond lead generation. Track how prospects interact with your marketing materials, online content, and sales calls. Analyze these metrics to refine your messaging and identify the most effective outreach strategies.

    5. Optimize Pricing and Reimbursement Strategies: Utilize cost analysis data to demonstrate the cost-effectiveness of your product compared to existing solutions. This empowers you to confidently position your product based on its value proposition for patient outcomes and healthcare facility budgets.

    By incorporating data into your sales approach, you can move from a reactive to a proactive stance. You’ll better understand your customers’ needs, deliver more relevant solutions, and ultimately close more deals.

    Kristen Fescoe

    June 27, 2024
    Data and Technology
    Data, Healthcare Data, Sales Strategy, Technology
  • Empowering Women in Business for Women’s History Month

    Empowering Women in Business for Women’s History Month

    March marks a significant time for acknowledging the invaluable contributions of women throughout history. As we celebrate Women’s History Month, it’s essential to reflect on the pivotal role women play in shaping the business world. From breaking barriers to driving innovation, women have been instrumental in propelling industries forward.

    At Connexio Health, we recognize the profound impact of women in business and the imperative of fostering an inclusive environment where women can thrive. Here are a few reasons why celebrating women in the business world is crucial:

    Diverse Perspectives Drive Innovation

    When women are empowered in leadership positions, diverse perspectives emerge. These unique viewpoints spark creativity and innovation, leading to groundbreaking ideas and solutions.

    Promoting Equality

    Women’s History Month serves as a reminder of the ongoing journey towards gender equality. By championing women’s achievements and advocating for equal opportunities, we pave the way for a more inclusive society where everyone has the chance to succeed based on merit. Creating a level playing field in the business world not only benefits women but also strengthens the overall economy.

    Inspiring Future Generations

    Representation matters. When young girls see women thriving in leadership roles and making significant contributions to various industries, it inspires them to pursue their dreams fearlessly. By showcasing diverse role models and empowering women in business, we uplift future generations and foster a culture of ambition and achievement.

    Driving Economic Growth

    Empowering women in the workforce isn’t just the right thing to do—it’s also smart economics. Studies have shown that gender diversity in leadership correlates with higher financial performance and greater innovation. By tapping into the full talent pool and leveraging the skills and expertise of women, businesses can unlock new opportunities for growth and prosperity.

    We are proud to honor the achievements of women in the business world and remain dedicated to fostering an environment where every individual has the opportunity to thrive. Join us in celebrating Women’s History Month and championing the advancement of women in business. Together, we can make a difference that resonates far beyond the confines of our boardrooms.

    Kristen Fescoe

    March 5, 2024
    Connexio Health
  • Celebrating Diversity in the Workplace  

    Celebrating Diversity in the Workplace  

    As we celebrate Black History Month at Connexio Health, it’s a perfect time to reflect on the importance of diversity in the workplace. Diversity is not just a buzzword; it’s a cornerstone of innovation, creativity, and success. In this post, we’ll explore the significance of fostering a diverse and inclusive workplace culture, not only during Black History Month but throughout the entire year. 

    The Power of Diversity

    Diversity in the workplace goes beyond hiring individuals from various ethnic backgrounds; it encompasses differences in gender, age, abilities, sexual orientation, and more. At Connexio Health, we understand that diversity is not just about ticking boxes but about embracing unique perspectives and experiences. 

    Research consistently shows that diverse teams outperform homogeneous ones. When people with varied backgrounds and viewpoints collaborate, they bring a wealth of ideas to the table. This diversity of thought sparks innovation, leading to better problem-solving and increased creativity. By promoting an inclusive environment, we cultivate a workplace where everyone feels valued, heard, and empowered to contribute their best. 

     Building a Culture of Inclusion

    To truly harness the benefits of diversity, Connexio Health is committed to fostering a culture of inclusion. This involves creating an environment where all employees, regardless of their background, feel welcome, respected, and supported. We encourage open dialogue, actively listen to diverse perspectives, and strive to eliminate biases that may hinder the growth and potential of our team members. 

    By celebrating Black History Month, we acknowledge and honor the achievements, contributions, and rich cultural heritage of our Black colleagues. 

     Promoting Equality

    Equality is a fundamental aspect of diversity and inclusion. At Connexio Health, we are dedicated to ensuring that all employees have equal opportunities for professional growth and development. This includes fair representation at all levels of the organization, equal pay for equal work, and a commitment to eradicating systemic barriers that may hinder the progress of underrepresented groups. 

    As we celebrate Black History Month, let’s all remember that diversity is not only a corporate value but a source of strength that fuels our success. By fostering an inclusive workplace culture, we amplify the voices of all employees and create a foundation for innovation, collaboration, and long-term success.  

    Kristen Fescoe

    February 6, 2024
    Connexio Health
    Diversity, Workplace
  • Achieving Excellence Through Balance

    Achieving Excellence Through Balance

    In the fast-paced modern world, work-life balance can be a real struggle. Long hours, tight deadlines, and elevated expectations can create a stressful environment that takes a toll on employees’ well-being. Despite the challenging landscape, some companies prioritize the holistic well-being of their employees, understanding that a healthy work-life balance isn’t just a concept, but a necessity. This is why, for us, fostering a culture of work-life balance isn’t just policy; it’s a way of life. 

    Understanding the Essence of Work-Life Balance 

    Work-life balance is more than just a buzzword at Connexio Health; it’s a fundamental value deeply ingrained in the company’s ethos. In essence, work-life balance means more than just clocking in and out at the right times. It’s about creating an environment where employees can excel in their professional roles while also having the time and energy to enjoy their personal lives, pursue hobbies, and spend quality time with their families and friends. 

    Flexible Work Arrangements 

    One of the cornerstones of Connexio Health’s commitment to work-life balance is its flexible work arrangements. Whether it’s remote work options or flexible hours, these arrangements empower employees to manage their professional responsibilities alongside personal commitments effectively. 

    Competitive Compensation  

    A recent article posted on the Alexander Group’s website discusses how compensation and incentives have changed considerably since 2021. They share, “As a result of the pandemic, the acceptance of remote work accelerated rapidly. Marketing compensation structures adapted to accommodate remote or hybrid work arrangements, often taking into account cost-of-living differences in various regions. With a new focus on the well-being of their employees, organizations are implementing compensation packages that include benefits related to work-life balance and health support.” (1) 

    In the face of post-pandemic changes, we adapted by embracing remote work, adjusting compensation structures for remote or hybrid setups, and prioritizing employee well-being with benefits addressing work-life balance and health support. 

    Emphasis on Mental and Physical Health 

    It is also critical to promote the mental and physical well-being of our team members. In addition to comprehensive health insurance plans, we encourage our team to prioritize their own health and the health of the people they love.  

    Encouraging Time Off 

    Taking time off is encouraged at Connexio Health. We know the importance of vacations, downtime, and personal days in rejuvenating employees. By actively promoting the use of paid time off and ensuring that work responsibilities are appropriately delegated during absences, Connexio Health helps employees recharge without the burden of pending tasks hanging over their heads. 

    Promoting a Supportive Community 

    Connexio Health nurtures a supportive community where employees genuinely care about each other. This sense of camaraderie creates a positive and inclusive atmosphere where individuals feel comfortable seeking help and support when needed. Whether it’s collaborating on projects or simply lending a listening ear, our company culture emphasizes the importance of empathy and understanding among colleagues. 

    Motivated and Engaged Workforce 

    The impact of Connexio Health’s work-life balance initiatives is clear in its motivated and engaged workforce. Employees are more than just cogs in a machine; they are valued contributors whose well-being directly influences their productivity and creativity. By fostering a healthy work-life balance, Connexio Health ensures that its employees are not just meeting expectations but exceeding them by consistently delivering exceptional results. 

    Connexio Health demonstrates that work-life balance is the foundation upon which success is built. In this supportive environment, employees thrive; bringing their best selves to work every day and, in turn, contributing to the company’s success. Connexio Health’s commitment to work-life balance isn’t just a policy; it’s a testament to their understanding that a harmonious blend of work and life is the key to unlocking unparalleled achievements. 

     

    1. On the Rise: Marketing Compensation & Incentive Plans Trends – https://www.alexandergroup.com/insights/on-the-rise-marketing-compensation-incentive-plans-trends/?utm_campaign=23InsightNews&utm_source=10222023InsightsEmail-c&utm_medium=email  

    Kristen Fescoe

    October 27, 2023
    Connexio Health
  • Connecting with Clients in a Virtual World

    Connecting with Clients in a Virtual World

    With many people working remotely or conducting business online, it’s common to have to communicate with clients through video calls, email, or messaging apps.

    Here are some tips for connecting with clients in a virtual world:

    • Use video calls whenever possible: Video calls allow you to see your client’s facial expressions and body language, which can help create a more personal connection. They also allow you to have a more natural conversation, as you can talk over each other and interrupt each other, just like you would in person.

    • Be responsive and available: It’s important to be responsive to your clients’ inquiries, as this shows that you value their time and are committed to being a fully engaged business partner. Make sure to check your email and messaging apps regularly and respond promptly to client inquiries.

    • Follow up after meetings: After a video call or online meeting, make sure to follow up with a summary of what was discussed and any next steps. This can help keep the client informed and engaged and can also help prevent misunderstandings or missed deadlines.

    • Give your full attention: There is nothing worse than attending a virtual meeting with someone who is clearly not giving you their full attention. One key tip to engaging with anyone in a virtual environment is to stay engaged, keep your camera on and be fully present in your virtual meetings.

    • Use technology to your advantage: There are many tools available that can help you connect with clients virtually, such as screen sharing, document collaboration, and online project management platforms. These tools can make it easier to collaborate and stay organized, which can help improve the overall efficiency of your work.

    • Don’t forget about body language: Even though you’re not in the same physical location as your client, it’s important to pay attention to your body language during video calls. Make eye contact, nod your head, and use facial expressions to show that you’re engaged in the conversation. This can help create a sense of connection and can make it easier to build rapport with your clients.

    These are just a few ways that you can effectively connect with your clients in a virtual world and build strong, lasting relationships. Staying engaged and involved will help you build the rapport with your clients almost as easily as you would in person.

    Kristen Fescoe

    May 14, 2023
    IFU, Non-Personal Promotion, Whitespace
    Client engagement, Virtual workforce
  • Marketing a Startup Healthcare Brand

    Marketing a Startup Healthcare Brand

    Marketing any startup can be full of initial challenges. Marketing a Startup Healthcare brand comes with even more of its own unique challenges and opportunities. Unlike other startups, when it comes to healthcare, you can have a unique product or service, a brilliant idea or a disruptive challenge to conventional methods and still be met with a lukewarm response.

    That’s why understanding the nuances of marketing a startup brand is critical. These distinctions might just be the difference between innovation and stagnation for your startup brand.

    Understand the Core of Your Startup Healthcare Brand

    One of the quickest ways to lose the attention of your audience is a lack of clarity on your startup’s purpose and what you want to accomplish. Not knowing who you are and what you want to say can sideline your success from the start.

    By developing a thorough understanding of what is driving your brand, you can identify those key foundations and values that sit at the heart of your startup.

    Think about things like:

    • If your startup had a voice, what would it say?
    • What are the three things you want people to know about your brand right away?
    • What specific problem are you trying to solve in the healthcare industry?

    Understanding who you are is key to success in marketing your healthcare startup.

    Know Your Audience

    The next key to marketing your startup successfully is to develop a thorough understanding of your audience. It’s important to note that you need to be specific. While your brand might help the whole of the healthcare industry in the future, who is the person who needs your brand right now. Who is the person who will benefit from your idea the most?

    Once you have these answers, it’s time to build an audience persona. While you can work with a team of experienced professionals who specialize in audience building you can also work with key people within your organization to understand your customer. Chances are you have members on your team who have a solid understanding of your ideal audience.

    Understand the Market

    The healthcare industry moves faster than almost any other. Even before the COVID-19 pandemic, healthcare was experiencing significant shifting. Once the pandemic spread worldwide, the face of healthcare was asked to pivot yet again.

    All of these changes make it seemingly impossible to truly understand the industry and where it is going. Instead, consider using a fluid market view. No one knows what will happen with additional strains of the virus or the long-term impact of COVID.

    Instead of trying to wrap your brain around the entirety of healthcare, focus instead on your very targeted segment of the industry.

    Catalog Your Marketing Assets

    To market your healthcare startup effectively, it is important to have a well-rounded catalog of marketing assets. Start by taking stock of what existing marketing assets you currently have developed and make note of what additional pieces of marketing materials would benefit your brand.

    At first, keep your efforts well rounded, including a variety of channels and messaging. Pay close attention to your metrics and analytics to see what channels and messages your audience wants to hear.

    While marketing your healthcare startup takes time and patience, it doesn’t have to be tedious. Enjoy the process of getting to know your company’s voice and what your customer wants to hear from you. This will lead to better conversations and a broader acceptance of your brand.

    Kristen Fescoe

    May 14, 2023
    Marketing, Non-Personal Promotion
    Healthcare marketing, Marketing, Non Personal Promotion
  • 5 Keys to a Successful Healthcare Virtual Sales Organization

    5 Keys to a Successful Healthcare Virtual Sales Organization

    Finding the right balance for your Virtual Sales Organization to be successful in the healthcare field can be tricky. With the right mix of people and platforms, you can achieve successful outcomes in the virtual world. Our team has worked with healthcare companies in the medical device, diagnostic and pharmaceutical industries to build virtual sales organizations (VSO) for over 20 years as MMC Healthcare. We’ve built programs for many manufacturers looking for a lower cost of sale solution to reach their customers and prospects. Here are some of the key ingredients we’ve identified for a successful program.

    The Product

    They key to successfully selling a product in a virtual environment is to clearly define the value propositions for the product. Value may be from the perspective of the healthcare providers or the patient, and ideally both. Examples may be clinical advantages, economic improvement or ease of use of the product. Digging deeper may include inclusion on GPO contracts or availability through distribution.

    The Team

    While many sales reps have “gone virtual” in the COVID-19 Pandemic era, finding a team that thrives in this environment is critical. They key is to find individuals with the background necessary to sell, who simultaneously enjoy the benefits of working in a virtual environment. Finding sales representatives that have experience previously selling or have worked in the care setting we are calling on is a big advantage. Having an experience respiratory sales representative calling a respiratory therapist or a dental hygienist calling into dental practices adds credibility to open doors.

    Marketing

    Introducing new products to healthcare professionals can be a challenge if they are not familiar with the product or company. We have proven that virtual sales programs are more successful when HCPs are exposed to the product in three to four marketing channels, including phone, email, landing pages, ads, direct mail and virtual education.

    Technology & Data

    Developing a central data platform (CDP) that is tied to tools like Salesforce.com will allow you to manage and prioritize customers and prospects. Giving your team a well thought out target list to nurture is an essential piece of driving reach and frequency within your target audience. Companies like Definitive Healthcare, IQVIA and MedData are great partners to help you build your database. Coupling your database with dialing, response management, video technology and scheduling tools will improve the efficiencies of your VSO. With the right tools, our VSO teams conduct video in-services and present to value analysis committees as if they were right in the room.

    Collaboration

    Your VSO team should be viewed as part of your greater sales organization. Members of field sales and the VSO should feel like they are on the same team. While we all know there are times that someone needs to be in the hospital or healthcare facility, COVID-19 has proven that a virtual approach can help companies successfully service and support our customer’s needs. When field sales and your VSO work well in conjunction, that is where you will see your greatest results.

    Whether you are looking to partner with a full-service sales & marketing agency like Connexio Health or to build an internal VSO, make sure you have the right recipe for success.

    Kristen Fescoe

    May 14, 2023
    IFU, Marketing, Non-Personal Promotion, VSO, Whitespace
    Sales organization, Virtual sales, VSO
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