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.