B2B lead generation
Reaching hospital CIOs for a healthcare IT vendor
Selling into hospitals means long cycles and cautious buyers who ignore generic outreach. We built an account-based outbound programme for a healthcare IT vendor that reached CIOs and department heads with specific, relevant messages and produced a steady flow of discovery meetings.
- Client
- Healthcare IT software vendor
- Region
- United States
- Scale
- 60 to 100 employees
- Timeline
- Live in 3 weeks, retainer
Representative engagement. Client details are anonymised and figures reflect typical outcomes from comparable deployments.
What the client got
0
Discovery meetings per month
With CIOs, CMIOs and IT directors at target health systems.
0%
Reply rate
Up from under one percent on the previous campaign.
0
Domain reputation incidents
Dedicated infrastructure kept the corporate domain clean.
The bottlenecks
Bottleneck 1
Hospital buyers do not respond to volume outreach
Previous campaigns treated every hospital the same. Replies were near zero and the sender domain was flagged.
Bottleneck 2
Buying committees, not a single buyer
CIO, clinical informatics, compliance and procurement all had a say, and sales was only talking to one of them.
Bottleneck 3
Conferences were the only pipeline source
Two events a year produced most leads, and nothing happened in between.
What we built
Step 1
Account tiering
Target health systems were tiered by size, EHR platform and known initiatives. Each tier got a message angle matched to what those systems are actually working on.
Step 2
Multi-threaded sequences
Two or three roles per account were approached in a coordinated way, with messaging specific to each role's concerns, through LinkedIn and our email platform.
Step 3
Reputation-safe sending
Dedicated domains, low daily volume, strict bounce handling and no attachments, so the vendor's own domain stayed clean.
Step 4
Reply handling with clinical awareness
Our team qualified replies against the vendor's criteria, including EHR compatibility and procurement timing, before booking discovery calls.
The automation workflow
Account-based healthcare outbound
Tiered accounts to discovery meetings
Questions clients ask about this engagement
Can you target by EHR platform?
Yes. Health systems can be filtered by known EHR vendor, bed count, region and ownership type, which shapes both the list and the message.
How do you measure success?
Reply rate, conversation rate and booked discovery meetings. We do not report opens or clicks.
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Have a similar bottleneck?
Tell us how the work happens today. We will show you the workflow we would build and prototype it on your own process.