The Challenge
A specialized marketing agency running an Account-Based Marketing (ABM) campaign for a pharmaceutical client struggled to map multi-level decision makers across target hospital systems and medical groups. Target account lists (TAL) often stall when outreach is restricted to single contacts, lacking coverage of adjacent stakeholders who form the purchase committee. Marketing campaigns fail to generate internal consensus without multi-stakeholder coverage.
The Audience
The campaign targeted key buying committees at 420 pre-selected hospital systems and medical groups. The target audience spanned Director-level and above roles across Clinical Operations, Medical Affairs, and Pharmacy Services.
The MedicalProspects Solution
MedicalProspects compiled a multi-tier database mapping 2,800 decision makers across 420 target accounts. We provided direct business emails and validated phone lines cross-referenced with CMS group enrollment registries. This mapping allowed the agency to orchestrate multi-threaded campaigns targeting clinical, procurement, and administrative buyers in tandem.
MedicalProspects Splicing Parameters Applied:
- Target Accounts: 420 pre-selected hospital systems and medical groups.
- Role Splicing: Director-level and above across Clinical Operations, Medical Affairs, and Pharmacy Services.
- Contact Mapping: Average of 6.6 decision-makers mapped per target account.
Campaign Execution
The agency executed a multi-stakeholder Account-Based Marketing (ABM) campaign. They leveraged direct business emails and validated phone lines to deploy tailored email sequences and LinkedIn ABM targeting, aligning clinical messages to operations directors and financial arguments to pharmacy executives simultaneously.
Business Results
The multi-threaded strategy yielded outstanding account penetration. By engaging multiple decision-makers at each account, the client generated higher engagement, booking dozens of qualified meetings and driving multiple active sales pipeline opportunities.
| Metric | Value Achieved |
|---|---|
| Target Accounts Map | 420 hospitals/groups |
| Decision Makers Sourced | 2,800 verified contacts |
| Account Penetration Rate | 73% account penetration |
| Meetings Booked | 96 meetings booked |
| Active Pipeline Opportunities | 14 qualified opportunities |
Customer Quote
"To win in hospital ABM, you must reach the entire buying committee. MedicalProspects mapped multiple stakeholders per account with clean contact details, leading to 73% account penetration."