Expanding into White Space Accounts

A leading provider of clinical and scientific content serving more than 20 million healthcare professionals. They identified 500 hospitals that were not customers of their key clinical solution, with the goal of increasing sales in those facilities.

500 hospitals, zero penetration of the key solution — they needed a structured way to open doors and qualify interest at scale.

The target audience was segmented by title, and the program ran as a two-wave, multi-touch lead generation campaign. Wave one targeted influencers to build awareness, create traction through initial dialogue, and prime the audience with key solution benefits. Wave two targeted decision-making C-suite and clinical leaders — generating buzz for outbound follow-up and qualifying leads for sales. Both waves used integrated online and offline tactics, followed by outbound calling to a subset of the group. Once prospects were identified as sales-ready — by the type of form completed or through outbound qualification — qualified leads went to the sales team for follow-up.

Of 500 target hospitals and 2,500 target contacts: 109 conversations conveying the full value proposition, 40 marketing qualified leads, and 4 elevated marketing qualified leads.