Connexio Health
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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
  • Whitespace in Healthcare Manufacturing: Finding New Opportunities 

    Whitespace in Healthcare Manufacturing: Finding New Opportunities 

    Healthcare manufacturers have big opportunities to grow by exploring whitespace—areas in products, markets, and regions with less competition. Filling these gaps can lead to better awareness among healthcare professionals, proper product use, and improved patient care. 

    Where Can You Find Whitespace? 

    • Products: Whether launching new products or supporting mature ones, there are inevitably more products than a typical field sales organization can adequately represent. 

    • Market Segments: In secondary and tertiary markets, the return on investment for a traditional field sales model may leave some segments untapped, leading to customers with unmet needs. 

    • Geographies: Expanding into new areas, especially remote and rural regions, where coverage is limited or not cost-effective. 

    Impact on Healthcare Professionals 

    For a new product or market to succeed, healthcare professionals must know how and why to use it. 

    • Awareness: Training, workshops, and collaboration with experts help professionals understand new products. 

    • Trust: Working with respected medical leaders and sharing clear product data builds confidence. 


    Proper Use of Products 

    New products often require training to be used correctly. Without this, their full benefits may not be realized. 

    • Training Programs: Offer easy-to-follow guides, video tutorials, and live support for proper use. 

    • On-Demand Access: Provide a variety of training options to meet healthcare providers’ preferred formats and schedules. You never know when a patient needing your product will walk through their doors. 

    Better Patient Outcomes 

    When healthcare manufacturers bridge gaps in whitespace, patients benefit through: 

    • More Access: Patients in underserved areas gain access to better tools for treatment. 

    • Increased Safety: Improved training for healthcare providers and adherence to product instructions lead to safer patient care. 



    Final Thoughts 

    Whitespace offers a key opportunity for healthcare manufacturers to grow and make a real difference. By increasing access to products, reaching providers in underserved areas, and expanding into new markets, they can improve healthcare professionals’ knowledge, ensure proper product training, and enhance patient care. 

    Kathryn Kellam

    November 18, 2024
    Whitespace
    Coverage Gaps, Greenfields, Opportunity, Whitespace
  • Healthcare Transformation Lab: Overcoming Barriers to Whitespace Opportunities

    Healthcare Transformation Lab: Overcoming Barriers to Whitespace Opportunities

    You’ve identified a promising whitespace opportunity in the market—a segment that’s currently underserved by existing healthcare solutions. However, attempts to tap into this space have yielded minimal results. What’s preventing success? In this “Healthcare Transformation Lab” installment, we explore how to effectively break into whitespace opportunities and unlock new avenues for growth.

    The Challenge: Whitespace Opportunity Barriers

    Whitespace opportunities represent untapped markets or patient segments that hold potential for significant growth. Yet, entering these spaces often comes with hurdles like limited audience awareness, inadequate engagement strategies, or lack of tailored messaging. To capture these opportunities, a targeted and strategic approach is essential.

    The Investigation: Diagnosing the Problem

    Join the “Transformation Lab Investigator” as we break down the steps needed to overcome barriers and seize whitespace opportunities:

    1. Analyze Market Data and Segment Precisely:

    • The first step is understanding the nuances of the whitespace segment. Analyzing market data helps identify this new audience’s specific needs, preferences, and behaviors.

    • Tip: Connexio Health’s data-driven approach allows for precise segmentation, ensuring your strategies are aligned with the unique dynamics of the whitespace, enabling you to craft relevant messaging and outreach efforts.

    2. Develop a Customized Engagement Strategy:

    • A one-size-fits-all approach won’t work when targeting new market segments. Crafting a strategy that speaks directly to the unique needs of this audience and engages them through preferred channels is key.

    • Tip: Connexio Health creates tailored omnichannel campaigns, utilizing tools like virtual events, targeted digital ads, and personalized email campaigns to connect with new market segments in meaningful ways.

    3. Monitor and Adapt Quickly:

    • Breaking into a new space requires flexibility and the ability to adapt based on real-time feedback. Monitoring performance metrics and audience responses ensures that you can refine your approach quickly.

    • Tip: Connexio Health’s advanced analytics provide actionable insights, enabling rapid adjustments to strategies and campaigns, maximizing effectiveness and reducing the risk associated with entering new markets.

    Solution Unveiled: Connexio Health’s Strategy for Whitespace Success

    By leveraging data insights, tailored messaging, and adaptive strategies, Connexio Health partners with organizations to successfully tap into whitespace opportunities. Our expertise in precise segmentation and omnichannel engagement ensures that new segments are reached effectively, transforming potential into measurable results.

    Ready for the Next Lab Challenge?

     Stay tuned for the next “Healthcare Transformation Lab” post, where we’ll tackle the complexities of omnichannel optimization. Have a whitespace challenge of your own? Reach out to Connexio Health for expert support in developing and executing a growth strategy that delivers.

    Kristen Fescoe

    November 6, 2024
    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
  • The Value of Virtual Clinical Education in Dentistry Whitespace

    The Value of Virtual Clinical Education in Dentistry Whitespace

    With today’s competitive market, it’s important to ensure that your company has a strategic plan to reach your entire customer base. Whitespace is a term used to describe gaps in a customer’s need. This gap can jeopardize sales and growth opportunities within your company due to limited product knowledge, effective product usage, or any other distinction. The key to success is to identify the places where your customer base needs assistance to help facilitate regular use of your product.

    Ask anyone working at a dental practice in 2022 about their day-to-day activity and they will all agree – there just isn’t enough time. Patient care is their primary focus but that leaves little time to grow the business and develop best business practices. So how do dental practices grow?

    When it comes to dental practices, each practice operates very differently. This includes everything from product usage to software platforms to technology practices. With intense competition, it is vital for your company to have the resources needed to implement the right strategies for success.

    Including clinical dental providers as part of our sales team leads to successful expansion into whitespace accounts. These experienced dental professionals understand the day-to-day operations within a dental practice. Their understanding of dental treatments equips them to train dental staff on the use of dental products that can be easily incorporated into regular use. Educating other dental professionals on the best patient care type ensures proper product usage. With the rapid advancements in healthcare technologies today, healthcare provider collaboration is imperative.

    When we see the word “whitespace,” Connexio thinks “opportunity.” Our highly trained and educated team strategizes to create the best delivery plan to our customers with your business’s best interest in mind

    Whitespace accounts are typically current or previous customers. We see education and relationships as the keys to reigniting those customers and driving growth. We use data and technology to develop the campaigns that are our key to success.

    Our team of licensed healthcare professionals, marketing and business specialists, and sales managers create an amazing team to identify goals and create the plans that lead to growth. Request a consultation with one of our experts at Connexio to see where we can make this grey space go to green.

    Kathryn Kellam

    May 14, 2023
    IFU, Whitespace
    Clinical Education, Virtual Education
  • 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
  • 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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