Outsmart the competition: Four killer use cases for buyer intelligence in healthcare tech

Featuring Liza Lipov

From The Marketplace edge series

August 15, 2024

In today’s competitive healthcare technology market, understanding your buyers’ needs and intentions is crucial for success. Buyer Intelligence, a powerful tool for vendors selling into hospitals and health systems, leverages signals from AVIA Marketplace to provide invaluable insights. Here are five key use cases to help you get started with Buyer Intelligence and revolutionize your sales and marketing strategies.

1. Personalize your outreach to existing targets with deep buyer insights

Understanding the activity of hospitals and health systems in your pipeline is vital for tailoring your approach. Buyer Intelligence allows you to:

Track health system users’ engagement with Top Company Reports, Buyer’s Guides, and other resources.
Gain insight into the specific use cases and solutions your potential buyers are exploring.

By leveraging this information, you can craft highly personalized outreach strategies that resonate with your prospects’ current needs and interests.

Liza’s real talk: “To me, this is like getting inside the buyer’s head. Based on the research and insights they’ve looked at, you know the frameworks they are using as they evaluate vendors – and it means speaking directly to those needs. Same with competitors they are eyeing. It’s a real competitive advantage.”

More from The Marketplace edge series

Are you sabotaging your sales team? Five buyer intelligence tools they’re desperately missing

From cold calls to warm leads: How buyer intelligence is transforming healthcare tech sales

Scaling your healthcare tech sales: How AVIA Marketplace supports growth at every stage

Top 10 mistakes healthcare tech vendors make (and how buyer intelligence helps avoid them)

2. Expand your pipeline with market-wide buying intent

With access to buying intent data across all categories for over 4,000 hospitals and health systems, Buyer Intelligence empowers you to:

Identify new potential clients based on their expressed interests.
Understand emerging trends and needs in the healthcare technology market.
Prioritize your outreach efforts to focus on the most promising leads.

This comprehensive view of the market allows you to expand your pipeline strategically and efficiently.

Liza’s real talk: “We see organizations spotting which health systems are actively looking for solutions like theirs, even if they weren’t on our radar before. This has helped folks uncover hidden opportunities and significantly expand their pipeline with qualified leads. And for the folks who aren’t yet qualified, they are launching new email, LinkedIn, and Paid Search campaigns with targeted lists to further qualify them.”

3. Enhance client retention and expansion through proactive engagement

Retaining existing clients and identifying opportunities for expansion are crucial for sustainable growth. Buyer Intelligence helps you:

Monitor your current clients’ activity, including interactions with competitors and exploration of new solutions.
Identify potential risks before contract expiration.
Spot opportunities for upselling or cross-selling based on clients’ evolving interests.

Empower your Customer Success team to address issues proactively and suggest relevant additional solutions.

By staying ahead of your clients’ needs and concerns, you can significantly improve retention rates, increase customer satisfaction, and drive account expansion.

Liza’s real talk: “This one is a game changer for client success teams. If a client is exploring other options, it allows us to be proactive rather than reactive, addressing concerns and showcasing value before it’s too late. It’s like having x-ray vision as a superpower in client retention.”

4. Gain competitive edge — See who is viewing your competitors

Buyer Intelligence provides a unique window into your competitive landscape, allowing you to:

Identify which health systems and hospitals are showing interest in your competitors.
Track the specific competitor products and features that are attracting attention.
Understand how your target accounts are evaluating your competitors, giving you insights into their decision-making process.
Spot opportunities to differentiate your offerings and tailor your pitch against specific competitors.

This insider view of competitive activity enables you to refine your strategies, adjust your messaging, and stay one step ahead in the market.

Liza’s real talk: “We regularly hear this view into the competitive landscape is something folks can’t find anywhere else. You can see exactly which health systems are checking out our rivals, and what they’re interested in. This intel is gold for sales teams. Whether understanding who else is in an RFP or reaching out before they do before a new opportunity. If they aren’t going to use the signal, shouldn’t you?”

Conclusion

Buyer Intelligence is a game-changer for vendors in the healthcare technology space. By leveraging these four use cases, you can enhance your understanding of buyer needs, personalize your outreach, expand your pipeline, improve client retention, and stay ahead of market trends. Start implementing these strategies today to transform your sales and marketing efforts and drive growth in the competitive healthcare technology market.

Liza Lipov is the dedicated Customer Success Manager at AVIA Marketplace, partnering closely with digital health companies to elevate their sales and marketing strategies. With her keen understanding of the healthcare technology landscape, she helps clients leverage buyer intelligence to drive tangible results. Liza’s hands-on approach and strategic insights have been instrumental in guiding numerous companies to success in the competitive digital health market.

Contact us

Hi, I’m Bauer, Director of Digital Health Companies at AVIA Marketplace. If you have any questions about how we can help you create more demand via our services please feel free to reach out. I’m here to help.

Bauer AVIA Marketplce