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By Michael Colling-Tuck
As someone who has spent years in healthcare sales and marketing, one of the biggest lessons I’ve learned is that having a great sales pitch is only half the battle. Crafting a perfect message that truly resonates with healthcare professionals, decision-makers and stakeholders requires effort, insight and experience. However, even the best sales pitch can fall flat if it doesn’t reach enough of the right people.
The reality in today’s healthcare landscape is that accessing a wider audience is becoming harder and harder.
Decision-makers are busier, competition is fiercer, and the sheer volume of messages vying for attention is staggering. Once you’ve crafted the perfect pitch, the question becomes: how do you amplify that message so it reaches the people who need to hear it most?
This is the challenge that so many healthcare companies face: you’ve built the foundation; a product or service that genuinely advances healthcare and you’ve worked tirelessly to craft a message that highlights its value. Yet, how do you ensure that message doesn’t just stay with your sales team but reaches healthcare professionals across regions, industries and platforms?
The Challenges of Accessing a Wider Audience
Before we explore the solutions, it’s important to understand the core challenges that healthcare companies face when trying to scale their sales efforts:
1. Decision-Makers Are Harder to Reach:
Healthcare professionals (HCPs) are busier than ever. With increasing clinical and administrative workloads, they have limited time to engage with sales pitches or marketing materials. Traditional sales channels: emails, cold calls and in-person visits are often overlooked or deprioritized.
2. Expanding Into New Markets Is Complex:
Every new market brings a unique set of challenges: from understanding cultural nuances to navigating regulatory requirements. What resonates with an audience in one region may fall flat in another. Without localized strategies, companies risk wasting resources on campaigns that don’t connect.
3. The Digital Landscape Is Overcrowded:
The rise of digital marketing has created incredible opportunities but it has also made it harder to stand out. Simply being present on social media, search engines, or email platforms isn’t enough. Your message needs to cut through the noise, grab attention and drive engagement.
4. Fragmentation Between Offline and Online Efforts:
Sales teams often excel in one-to-one conversations however transitioning those efforts into scalable, digital campaigns can feel overwhelming. The lack of integration between offline and online strategies leaves gaps in engagement.
Amplifying Your Message Through Evolve
Once you’ve got a great sales pitch, the next step is amplification. At Agency, we call this process Evolve—the transformation of sales efforts into scalable, multichannel campaigns that help you access a wider audience both online and in new markets. Here’s how:
1. Evolving Sales Efforts Online
Digital channels are the cornerstone of amplification. Platforms like LinkedIn, Google Ads and email campaigns allow you to connect with healthcare professionals where they already spend their time. But the key isn’t just showing up - it’s showing up with precision.
• Tailored Messaging: Your digital campaigns should build on the foundation of your sales pitch, adapting it for each channel to maximize engagement. A clinical, data-driven approach might resonate on LinkedIn, while an emotional, patient-centered message may work better for PPC campaigns.
• Multichannel Strategy: Success comes from a combination of channels. Email marketing can nurture leads, paid ads can drive visibility and social media can spark engagement. The challenge is ensuring all these efforts work together seamlessly.
2. Expanding Into New Markets
Reaching new audiences isn’t just about launching a campaign and hoping it sticks. True market entry requires thoughtful preparation and localized strategies. This involves:
• Understanding the Market: Local market research helps you identify what resonates with healthcare professionals in a specific region. This includes understanding their challenges, cultural preferences and regulatory constraints.
• Partnering Locally: Distribution partners play a vital role in amplifying your message in new markets. By equipping them with the right materials and training, you empower them to act as ambassadors for your product.
3. Combining Offline and Online Efforts
One of the most significant opportunities for healthcare companies lies in bridging the gap between traditional and digital sales efforts. Amplifying your sales pitch doesn’t mean abandoning what works—it means building on it.
• For example, if your sales team excels in delivering presentations to HCPs, how can you turn that presentation into an engaging webinar or interactive content piece?
• If in-person events drive results, how can you extend that engagement through follow-up email campaigns or retargeting ads?
By aligning offline efforts with digital strategies, you create a consistent and scalable message that amplifies your impact.
The Importance of Amplification
The process of amplification isn’t just about marketing. Time, effort and resources you’ve invested in crafting a great sales pitch must be maximized:
• Scaling Your Message: Moving beyond the limitations of one-to-one conversations to create demand on a much larger scale.
• Accessing New Audiences: Reaching decision-makers in regions, markets, and channels that were previously out of reach.
• Driving Long-Term Growth: Building a foundation of engagement that supports not just one product but your entire portfolio of innovations.
Final Thoughts
As the healthcare industry continues to evolve, so too must our approach to sales and marketing. The days of relying solely on face-to-face conversations are behind us. Today, success lies in finding new ways to amplify your message—ways that are scalable, digital, and capable of crossing borders.
At the heart of this transformation is the ability to Evolve. To take the sales pitch you’ve worked so hard to perfect and turn it into a powerful, multichannel message that drives demand, opens new markets, and ensures your healthcare innovations achieve the recognition they deserve.
As you think about your sales and marketing strategy, ask yourself: Are we amplifying our message? Are we evolving how we connect with our audience?
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