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  • Maximizing Coverage: The Strategic Case for Field Augmentation

    Maximizing Coverage: The Strategic Case for Field Augmentation

    To Augment or Not to Augment: Key Considerations for Field Augmentation

    According to industry research—and validated by many of our clients—the 80/20 Rule continues to hold: 80% of revenue typically comes from just 20% of customers. That raises a critical question: Is there truly ROI in having your field reps spend time on long-tail customers at the bottom of the revenue curve?

    Field Rep Capacity: What’s Realistic?

    How many accounts can a field rep realistically manage -100, 200, even 300? With only about 20 working days a month, can one rep visit 5 to 15 customers daily?

    It may be possible in densely populated metro areas. However, it becomes significantly harder in rural, suburban, or geographically dispersed territories.

    So, what happens to the rest of your customers?

    This Is Where Field Augmentation Comes In

    While the idea of “double-paying” for coverage (field rep + support) may give some organizations pause, a well-designed field augmentation strategy is an investment that delivers measurable returns.

    Pairing field reps with Sales Development Representatives (SDRs), virtual clinical educators, and non-personal promotion channels supports:

    • New product introductions
    • Lead generation
    • Clinical education
    • Customer service and support


    Effective augmentation ensures your reps focus on the right customers at the right time. Organizations that fully integrate virtual and inside teams into the broader sales model will achieve the greatest impact. These “blended teams” maximize reach, improve engagement, and boost ROI.

    “Organizations that strategically pair field reps with inside sales or sales development representatives can improve sales productivity by up to 20%.”
    — Alexander Group, Field Sales Optimization Insights
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    Why It Matters

    Most organizations still follow the 80/20 Rule—leaving the “long tail” underserved. Can your field reps really cover them all?

    • Average Rep Capacity: 100–300 accounts
    • Time Available: ~20 working days/month
    • Visits Needed per Day: 5–15 (rarely realistic outside metro areas)

    So again—what happens to the rest?

    The Case for Field Augmentation

    Augmenting your field force with SDRs, virtual clinical educators, and non-personal promotion tools can help:

    • Drive new product launches
    • Accelerate lead generation
    • Scale clinical education
    • Improve customer retention
    • Extend reach across underserved accounts

    Bottom Line

    A thoughtful field augmentation strategy lets you do more with less—without compromising impact. Let your field reps focus where they’re needed most while virtual teams ensure you don’t miss a beat across the rest of your customer base.

    Kathryn Kellam

    April 4, 2025
    VSO, Whitespace
  • Essential Support Checklist for Healthcare Manufacturers

    Essential Support Checklist for Healthcare Manufacturers

    Healthcare professionals look for comprehensive support from manufacturers to effectively use products, ensure patient safety, and keep up with advancements. Here are some key types of support they seek: 

    1. Training and Education:

      Product Training: Detailed, hands-on training for using devices or equipment safely and efficiently, especially for complex or high-tech products. 

      Ongoing Education: Opportunities to stay current on updates, product improvements, or new clinical applications through workshops, webinars, and certification programs. 

    2. Clinical and Technical Support: 

      On-Demand Support: Quick access to knowledgeable support teams, available 24/7, who can answer questions or troubleshoot issues that arise during use. 

      Clinical Insights
      : Data, studies, or case examples showing the product’s efficacy and best practices, helping professionals make informed treatment decisions. 

    3. Product Resources and Documentation: 

      Clear Instructions for Use: Easy-to-understand guides, quick reference cards, and videos that help providers use products correctly. 

      Evidence-Based Resources: Access to clinical studies, research papers, and guidelines that reinforce the product’s value and align with current medical standards. 

    4. Patient Education Materials: 

      Patient-Focused Literature: Brochures, videos, and digital resources that help patients understand the product, its purpose, and how it will support their treatment. 

      Training for Patient Interaction: Guidance on how to discuss the product with patients, particularly for products that require patient involvement or follow-up care. 

    5. Post-Sale Service and Maintenance: 

      Regular Maintenance and Updates: For devices or equipment, regular check-ups, updates, and software patches that ensure reliability and safety. 

      Warranty and Repair Services: Fast, dependable repair and replacement options to reduce downtime and keep patient care uninterrupted. 

    6. Regulatory and Compliance Guidance: 

      Compliance Training: Resources to help healthcare professionals understand regulatory guidelines and best practices, such as those from the FDA or international health authorities. 

      Risk Management Support: Tips and tools for minimizing risks in clinical use, especially for high-stakes or invasive devices. 

    7. Partnership and Collaboration Opportunities: 

      Feedback Channels: Platforms where healthcare providers can share real-world feedback on product performance, which helps manufacturers improve offerings. 

      Clinical Trials and Research Collaboration: Opportunities to partner on clinical research that advances the field and demonstrates the product’s effectiveness in diverse clinical settings. 

    Healthcare manufacturers can build strong, trust-based relationships with providers by providing this multifaceted support, helping them deliver safer and more effective patient care.

    Kathryn Kellam

    December 9, 2024
    Healthcare Manufacturing, VSO, Whitespace
  • Elevating Healthcare Transformation with Comprehensive Solutions

    Elevating Healthcare Transformation with Comprehensive Solutions

    In the dynamic world of healthcare, the ability to adapt and innovate is crucial for success. At Connexio Health, we are proud to offer a comprehensive suite of solutions designed to support healthcare professionals, manufacturers, and patients. Our goal is to bridge the gaps in the healthcare system, enhance engagement, and ultimately improve patient outcomes.


    A Holistic Approach to Healthcare Solutions

    Our offerings encompass a range of services, including Account Management, Downstream Demand Generation, and Virtual Clinical Education. Each solution is carefully crafted to address the unique challenges facing healthcare professionals and organizations today.

    Account Management: Personalized Partnership for Success

    We believe that effective partnerships are the foundation of success in healthcare. Our Account Management team works closely with clients to understand their individual needs and develop tailored strategies that drive results. By leveraging data insights and fostering strong communication, we help our partners navigate the complexities of the healthcare landscape.

    Downstream Demand Generation: Connecting Healthcare Solutions with the Right Audiences

    In an increasingly competitive environment, creating awareness and generating demand for healthcare products is essential. Our Downstream Demand Generation strategies focus on understanding target audiences and implementing targeted campaigns across various channels. Through data-driven approaches, we optimize messaging and engagement, driving the adoption of innovative solutions.

    Virtual Clinical Education: Empowering Providers with Knowledge and Skills

    Education is vital for the continuous improvement of healthcare delivery. Our Virtual Clinical Education programs equip healthcare professionals with the latest knowledge and skills needed to excel in their fields. By offering interactive and engaging training sessions, we empower providers to deliver the best care to their patients, enhancing overall patient outcomes.

    Why Choose Connexio Health?

    At Connexio Health, we are committed to delivering value through our comprehensive solutions. Our focus on collaboration, innovation, and education enables us to meet the evolving needs of the healthcare community. By integrating our diverse offerings, we provide a holistic approach that enhances the effectiveness of healthcare delivery and drives transformation within the industry.

    Partnering for a Better Healthcare Future

    As we continue to evolve and expand our capabilities, we invite you to explore how Connexio Health can support your organization. Together, we can create a more efficient and effective healthcare system that prioritizes patient care and drives innovation. For more information about our comprehensive solutions, visit our website or contact us directly. Let’s work together to elevate healthcare transformation!

    Kristen Fescoe

    October 21, 2024
    Clinical Education, Connexio Health, Marketing, Non-Personal Promotion, VSO, Whitespace
  • Maximizing Sales with SMART Goals

    Maximizing Sales with SMART Goals

    Utilizing SMART goals for customer opportunity management ensures that sales strategies are clear, targeted, and aligned with broader business objectives. This approach enhances the efficiency and effectiveness of managing customer relationships and opportunities, driving superior sales performance and customer satisfaction. 

    Specific: Targeted Focus for Maximum Impact 

    Setting specific goals helps sales teams zero in on key customer segments or opportunities. For instance, rather than vaguely aiming to “increase customer engagement,” a specific goal would be to “increase engagement with the top 10% of high-value customers by scheduling monthly check-ins.” This level of precision ensures that efforts are concentrated on the most impactful activities, leading to more meaningful interactions and stronger customer relationships. 


    Measurable: Tracking Progress with Clear Criteria 

    Measurable goals provide clear benchmarks for tracking progress and success. Metrics such as the number of customer education sessions or follow-up activities are essential. For example, “achieve a 20% increase in customer follow-up meetings within six months” offers a tangible target, enabling sales teams to monitor their progress and make data-driven adjustments to their strategies. 


    Achievable: Setting Realistic and Motivating Targets 

    Realistic goals keep sales teams motivated and focused. For instance, a goal to “convert 30% of leads from a new marketing campaign within three months” is challenging yet attainable. Such goals encourage the team to push their limits without feeling overwhelmed, maintaining high morale and consistent performance. 


    Relevant: Aligning with Strategic Objectives 

    Goals must align with the overall strategic objectives of the company. Relevant goals might focus on enhancing customer satisfaction or expanding into new markets. An example of an appropriate goal is to “increase the number of customers moving to Elite status by 15% in the next year through improved follow-up processes.” This ensures that sales efforts contribute directly to the company’s broader mission and vision. 


    Time-bound: Creating Urgency with Deadlines 

    Setting deadlines instills a sense of urgency and prompts timely action. For instance, “complete 25 customer education sessions by the end of August” provides a clear timeline, ensuring that the team stays on track and meets their objectives within a set period. This time-bound approach fosters discipline and helps prioritize tasks effectively. 


    The Benefits of SMART Goals in Customer Opportunity Management 


    By applying SMART goals in customer opportunity management, sales teams can ensure their activities are focused, measurable, and aligned with immediate and long-term business goals. This strategic approach leads to: 


    1. Better Resource Allocation: Resources are directed toward high-impact activities, optimizing efficiency. 
    2. More Effective Customer Engagement: Targeted efforts result in stronger, more meaningful customer relationships. 
    3. Increased Sales Performance: Clear, measurable goals drive consistent performance improvements. 
    4. Enhanced Customer Satisfaction: Focused and relevant goals lead to improved customer experiences and loyalty. 

    Incorporating SMART goals into your customer opportunity management strategy ensures that your sales efforts are efficient and highly effective, paving the way for sustained business growth and success. 

    Eric Hansen

    August 22, 2024
    Connexio Health, Marketing, VSO
  • Reviving Employee Empowerment: A New Era

    Reviving Employee Empowerment: A New Era

    Micromanagement, despite its often well-intentioned origins, stands as a formidable barrier to professional growth within organizations. Here we will dive into the effects of micromanagement and its detrimental impact on the development of subordinates. By scrutinizing its effects on employee autonomy, creativity, and morale, we’ll attempt to unravel the pervasive nature of micromanagement and its stifling grip on individual potential within the workplace. 

    Understanding Micromanagement 

    Micromanagement, characterized by excessive control and supervision by managers, often manifests in the form of intrusive oversight of the tasks and decisions of subordinates. While some managers resort to micromanagement due to insecurity or a desire for control, others may do so under the guise of ensuring quality and efficiency. However, irrespective of the underlying motives, the consequences of micromanagement reverberate throughout organizational hierarchies. 

    Subjugation of Autonomy 

    At the heart of micromanagement lies the erosion of autonomy. Employees find themselves stripped of the freedom to make decisions and execute tasks independently. Every action becomes subject to the scrutinizing gaze of the micromanager, suffocating any semblance of empowerment. When individuals are denied autonomy, they are deprived of the opportunity to exercise judgment, learn from mistakes, and refine their decision-making skills – all pivotal components of professional growth. 

    Micromanagement breeds a culture of dependency, where subordinates become conditioned to seek approval and guidance for even the most trivial matters. Consequently, the potential for innovation and initiative is stifled, as employees are discouraged from exploring alternative approaches or experimenting with new ideas. In the absence of autonomy, creativity dies, and individuals are relegated to the role of mere executors, devoid of agency and ingenuity. 

    Dampening Creativity and Innovation 

    Creativity thrives in environments that foster experimentation, exploration, and risk-taking. However, under the micromanager, creativity is smothered by prescribed methods and directives. Subordinates are hesitant to deviate from established procedures or challenge conventional wisdom. Innovation becomes a casualty of conformity, as individuals prioritize compliance over creative expression. 

    The relentless oversight discourages individuals from taking calculated risks and venturing into uncharted territory. Fear of reprisal and failure loom large, keeping individuals within the confines of their comfort zones. Consequently, opportunities for breakthroughs and creativity is suppressed under managerial scrutiny. 

     Morale and Motivation 

    Micromanagement exerts a profound toll on employee morale and motivation. Constant surveillance and nitpicking instill a sense of disillusionment and demoralization among subordinates, sapping their enthusiasm and eroding their sense of purpose. When individuals feel undervalued and mistrusted, their commitment to organizational goals fades, and their engagement dwindles. 

    It creates feelings of resentment and disempowerment among employees, as they perceive themselves as mere cogs in a machine. Consequently, productivity suffers, as individuals disengage from their work and resign themselves to the futility of their efforts. 

    The Road to Empowerment: Fostering a Culture of Trust 

    To mitigate the effects of micromanagement, organizations must prioritize the creation of a culture of trust and empowerment. Empowering employees involves delegating authority, providing opportunities for skill development, and fostering open communication channels. By entrusting individuals with autonomy and accountability, organizations can unleash the full potential of their workforce and foster a climate of innovation and excellence. 

    Managers must adopt a coaching mindset, serving as facilitators rather than dictators. Instead of micromanaging tasks, managers should focus on providing guidance, constructive feedback, and mentorship to empower employees to reach their full potential. By nurturing a culture of continuous learning and development, organizations can create a conducive environment for professional growth and advancement. 

    Recognition and appreciation play a pivotal role in reinforcing positive behaviors and fostering a sense of belonging among employees. Acknowledging individual contributions and celebrating achievements cultivates a culture of appreciation and camaraderie, motivating employees to perform at their best and contribute meaningfully to organizational objectives. 

    Conclusion 

    Micromanagement represents an enormous roadblock to professional growth within organizations, stifling autonomy, creativity, and morale among subordinates. By imposing excessive control and scrutiny, micromanagers undermine the intrinsic motivation and potential of their employees, perpetuating a culture of dependency and disillusionment. 

    To unleash the full potential of their workforce, organizations must prioritize the cultivation of a culture of trust, empowerment, and appreciation. By delegating authority, fostering open communication, and providing opportunities for skill development, organizations can create a culture of innovation, creativity, and professional growth. 

    The eradication of micromanagement represents a critical imperative for organizations aspiring to thrive in an increasingly competitive landscape. By embracing principles of trust, empowerment, and recognition, organizations can harness the collective talents and aspirations of their workforce, driving sustained performance in the pursuit of shared goals. 

     

    Eric Hansen

    April 2, 2024
    VSO
  • 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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