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What is white-space analysis in healthcare sales?

Also called: white space, untapped market analysis

White-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.

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

Why it matters for healthcare sales and marketing

It turns a vague growth goal into a list of specific accounts. Sales gets prioritized targets, marketing gets an ABM list, and leadership sees how much opportunity remains in each region or segment.

How it works

  1. Define the profile of your best customers.
  2. Count every organization in the market that matches it.
  3. Remove current customers and open opportunities.
  4. Rank what's left by fit and region.
  5. Get contacts for the decision makers at the top accounts.
White-space analysis steps: profile best customers, size the market, remove customers, rank the remainder, reach decision makers.
White space is the set of best-fit accounts you don't sell to yet.

Example

Illustrative scenario. A revenue cycle software company finds that most of its customers are mid-sized community hospitals in two states. Matching hospitals in neighboring states become its white space, ranked by size and EHR fit.

Common mistakes

  • Skipping suppression. Remove existing customers first.
  • Defining fit loosely. Base the profile on real customer data.
  • Stopping at account names. You need contacts to act on it.

Related terms

  • Ideal Customer Profile (ICP)An ideal customer profile (ICP) describes the organizations most likely to buy from you and succeed with your product, defined by attributes such as type, size, specialty, geography, technology and buying signals.
  • FirmographicsFirmographics are attributes that describe an organization rather than a person, such as its type, size, ownership, location and specialties. In healthcare they include details like bed count, number of providers, care settings and health system affiliation.
  • Account-Based Marketing (ABM)Account-based marketing (ABM) is a B2B approach in which sales and marketing focus together on a defined list of high-value target accounts, such as specific health systems, and reach the people on each account's buying committee with tailored messages.
  • Competitive ConquestingCompetitive 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.
  • Territory PlanningTerritory planning is dividing a market into sales territories so each rep gets a fair share of potential customers and a workload they can cover. In healthcare, potential is usually measured in target providers, facilities and procedure volume by geography.

Put it to work

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