28 meetings with health system decision-makers in 60 days
Digital health platform, B2B sales to hospital systems and regional health networks, average contract value $120,000
The situation
This healthtech company had a strong product with documented clinical outcomes, but almost no experience with outbound sales. Their growth had been entirely driven by conference relationships and a few large health network deals secured through personal connections of the founding team.
They needed to scale beyond founder-led sales but faced a specific constraint: healthcare is a compliance-heavy environment and they had concerns about outreach that could appear as patient-data solicitation or violate HIPAA's marketing restrictions. Previous outreach attempts had been stopped by their legal team. They needed a strategy that would work within the regulatory guardrails.
What we did
We built the outreach strategy around publicly available institutional data — health system leadership directories, hospital network annual reports, and published technology adoption signals — with no patient data and no data sourced from clinical systems.
The ICP was defined tightly: VP and Director of Clinical Informatics, Chief Medical Information Officer, and VP of Digital Health roles at regional health systems with 200+ beds. Messaging focused entirely on interoperability challenges and EHR integration outcomes — the two most consistent pain points at the executive level in this segment. Legal reviewed all sequence copy before launch.
The outcome
Twenty-eight qualified meetings in 60 days with confirmed decision-makers at health systems across the Southeast and Midwest. Response rate ran at 14% — 180% above the healthcare outbound benchmark of 5% typically cited for this contact tier.
Pipeline value from the 60-day campaign was $3.1M based on average ACV. Three of the 28 meetings advanced to contract discussion within the campaign period. The client has since expanded the campaign to include West Coast health systems.
"We thought healthcare outbound was impossible because of compliance risk. LeadGeninja built a sequence our legal team actually approved on first review — and the meetings were with the right people. Not coordinators. Actual VPs with budget authority."
Key Results
- 28Decision-maker meetings in 60 days
- +180%Response rate vs. benchmark
- $3.1MPipeline value generated
- 9Days to first meeting
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