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What is competitive conquesting?

Also called: competitor displacement, conquest marketing

Competitive conquesting means deliberately targeting organizations that use a competitor's product, with the aim of winning them over, usually using technographic data to find those accounts.

By John Britton, VP of Marketing, MedicalProspects · Updated November 4, 2026 · Targeting & GTM

Why it matters for healthcare sales and marketing

In mature categories most accounts already have a solution. Winning share means displacing incumbents, which works best when you know who runs what and can time outreach to renewals, upgrades or known pain points.

How it works

  • Find the accounts: technographic data shows who runs the competing product.
  • Find the timing: intent signals, contract cycles or changes in leadership.
  • Find the people: the executives who sign, the evaluators, and the users who feel the pain.
  • Lead with outcomes: show what changes for them, without disparaging the competitor.
Competitive conquesting: find accounts on a competitor's product, add timing signals, reach the deciders and users, lead with outcomes.
Conquesting combines who runs a competitor's product with timing signals and the right people.

Example

Illustrative scenario. A company selling an imaging workflow tool targets hospitals on an older PACS platform, prioritizing those researching imaging topics, and reaches radiology directors and IT leaders with a migration-support offer.

Common mistakes

  • Assuming installed means unhappy. Pair technographics with intent or conversations.
  • Bashing the competitor. Focus on the buyer's outcomes.
  • Ignoring switching costs. Address migration and training up front.

Related terms

  • Technographic DataTechnographic data describes the technology an organization uses, such as a hospital's EHR, imaging, revenue cycle and ERP systems. Healthcare sales teams use it to find accounts that run a competitor's product or a platform their own product works with.
  • Healthcare Intent DataHealthcare intent data shows which hospitals, practices and healthcare companies are actively researching a topic, such as revenue cycle software or surgical robotics, based on unusual increases in their online research activity.
  • White-Space AnalysisWhite-space analysis compares your current customers with the full market to find organizations that match your best customers but don't buy from you yet.
  • Electronic Health Record (EHR)An electronic health record (EHR) is the digital system a hospital or practice uses for patient charts, orders, documentation and billing. Products that integrate with the EHR are usually evaluated by IT, clinical informatics and the departments that use them.

Put it to work

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