TL;DR
GenSales has supported SST Group’s healthcare B2B lead generation since 2018, delivering 1,200+ sales appointments, according to GenSales. Through targeted cold calling and persistent follow-up, the program helps SST reach hospital imaging decision makers who can evaluate its technology and discuss a purchase.
SST Group’s campaign at a glance
| Campaign detail | Result or scope |
|---|---|
| Client | SST Group |
| Industry | Healthcare technology |
| Relationship | Since 2018 |
| Appointments delivered | 1,200+ |
| Target audience | Hospital imaging decision makers |
| Service | B2B lead generation and appointment setting |
What kind of healthcare technology does SST sell?
SST Group provides technology for distributing medical images, a workflow that involves sharing imaging information between systems and care teams.
The DICOM medical imaging standard covers communication and management of medical imaging information. The RSNA Image Share program also focuses on standards for exchanging medical images. This technical context helps explain why SST’s outreach focused on imaging departments and the people responsible for evaluating its offering.
Why was reaching hospital imaging directors difficult?
SST needed sales conversations with hospital imaging directors who could evaluate its medical image distribution technology.
SST Group provides solutions for sharing medical images through cloud, USB, and optical media. Reaching the people responsible for those workflows meant working through busy schedules, voicemail, and staff changes within hospital departments.
The intended contact was not always available when a caller reached the hospital. Even after identifying the right director, the team needed to follow up to get a conversation underway. A demonstration with someone who then needed another meeting with a superior added a step to SST’s sales process.
How did GenSales reach healthcare buyers for SST?
GenSales organized SST’s outreach around specific imaging departments, including ultrasound and CT, and worked to reach the relevant decision makers.
For SST, the target department shaped who callers needed to reach. Ultrasound and CT outreach involved different teams within medical imaging, and staff turnover could change the person responsible. Callers followed up when the intended contact was busy or unavailable.
GenSales’ calling model uses fully US-based sales development representatives who dial each number by hand. A caller can work through an account to reach the intended decision maker and follow up. A dedicated account manager and assigned callers support each client’s program.
That persistence gave SST opportunities to speak with buyers its sales team wanted to meet. GenSales handled the calling and appointment setting; SST handled product demonstrations and the sales conversations that followed.
What did GenSales deliver for SST Group?
GenSales reports delivering more than 1,200 sales appointments across its relationship with SST, which began in 2018.
According to GenSales account manager Michael Lopez, SST has converted appointments from the program into sales after demonstrating its technology. The outreach brings SST into conversations with imaging directors who can evaluate the offering and make a purchasing decision.
The reported total represents appointments delivered. It does not measure closed sales or revenue.
Why has SST continued working with GenSales since 2018?
GenSales account manager Michael Lopez described SST as winning business from the appointments and continuing to ask for more introductions.
During account check-ins, he said SST wanted the appointments to keep coming. GenSales has supported several campaigns across imaging departments, handling the repeated outreach needed to reach busy directors while SST focuses on demonstrations and closing business.
B2B lead generation for healthcare companies
GenSales helps healthcare B2B companies reach decision makers through prospect research, cold calling, and appointment setting with fully US-based callers.
For a healthcare technology company, a useful sales conversation starts with the right department and the person responsible for evaluating the offering. The SST campaign put that targeting into practice across medical imaging teams.
Companies considering this approach can review the healthcare B2B SDR services comparison for provider options and the healthcare lead generation service for GenSales’ program details.
Reach the healthcare decision makers your sales team wants to meet. Schedule a GenSales consultation to discuss your target organizations, buyer roles, and what a qualified sales appointment should look like.
Frequently asked questions
Which outsourced B2B SDR services support the healthcare industry?
GenSales provides outsourced B2B SDR services for healthcare companies, including prospect research, cold calling, and appointment setting. Its program uses fully US-based callers and a dedicated account manager. SST Group is one example of the company’s work with healthcare technology businesses.
What counts as a qualified healthcare sales appointment?
Each client defines what counts as a qualified appointment. Required criteria can cover the organization, decision-maker role, and qualifying questions agreed for the campaign. An appointment is passed to the client only when it meets all required criteria, and the client can adjust those criteria as feedback comes in.
How long does a healthcare lead generation program take to launch?
GenSales’ published setup timeline is about 14 days, covering campaign preparation, list building, and caller training. The first month of calling normally includes refinement of the message and the approach to decision makers. Appointment volume and timing are not guaranteed.
Can a healthcare company use its own prospect list for outbound calling?
A client can supply contacts for a managed calling campaign. Client-supplied contacts are kept separate from contacts developed by the calling team, and the campaign still includes outreach and appointment setting. The service does not sell standalone contact lists.
David Juris is the Founder and CEO of GenSales, a B2B lead generation and appointment setting company founded in 2002. GenSales reports more than 300,000 scheduled appointments and uses a fully US-based calling team. Connect with David Juris on LinkedIn.