How Small Businesses Test To Sell To Hospitals
Once preparation to entering the hospital market is completed by a small business
, the first stage is performing a test to see if the plan developed will achieve the desired results before launching a full scale campaign. Several factors go into executing a valid test.
The first item is to have a sufficient amount of potential contacts to solicit to reach meaningful results. A number that is quite often a benchmark is one hundred. At a quick glance this may seem too large to locate in the immediate vicinity, but with each hospital facility having any where from three to ten specific contacts, followed by adding in the health related facilities, it can easily be reached. The related facilities can include long term care, nursing homes, assisted living and surgery centers.
Next is the absolute commitment to direct response. This takes discipline in two areas, the implementing of the test campaign in a timed manner and measuring the results of response, activity and financial (money spent and money made). Spreading contacting potential clientele over time is required due to the extremely busy schedules of health care personnel plus they may not be in need of the small businesses products or services today, but may be tomorrow.
The implementing of the test will consist of a sequence of predesigned connected marketing messages in a timed series with different media being utilized. It should be made at a minimum of three steps and be concluded within 90 days. An example of a three step campaign could be mail a letter, then a package consisting of something too large to be flat (this really sparks curiosity) followed by an email, with all steps separated by about 10 days. If a facility calls in for more information, then for that particular location no more of the steps are performed. They are now in the sales process.
The addition to the sequence of an outbound call in not necessary, but has been found to dramatically increase response rate.
Another critical factor in the test campaign is copy writing. Study must be placed into creating messages that get hospitals to respond. This not only applies to the topics being addressed, but also the word choice in the letter to spur the facility to call into the small business. Knowledge of copy writing can help the owner build the companies own messages or to evaluate work of a firm hired to perform this task. No one knows a businesses customers better than the small business owner.
Finally, if the phone rings, answer it. Small business owners are consumed by all sorts of tasks during the workday so discipline needs to be put into not missing a step of a test campaign. The only way to measure the results is if they are gathered throughout the 90 days with the same amount of discipline. It does not have to be the owner, but someone responsible must be assigned to the task.
After these results are evaluated, adjustments can be made if necessary and the small business is well on its way to performing a successful launch into the hospital market place.
by: Gary Salter
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