New Vendor Relationships With 40+ Healthcare Practices
A surgical instrument company needed to break into new accounts. We built outbound that opened doors with practice managers and procurement directors at surgical centers.
Reply Rate
Vendor Evaluations Started
Sample Requests
New Accounts in 90 Days
The challenge
The company manufactures surgical instruments and sells to healthcare practices, ambulatory surgical centers, and hospital systems. Their sales team was strong at managing existing accounts but had no systematic way to open new ones. Trade shows were expensive, distributors took a 20-30% margin, and cold calling surgical centers was unproductive. Practice managers and procurement directors are busy, skeptical of new vendors, and loyal to existing suppliers. Breaking in required more than a phone call.
Who we targeted
- Practice Managers
- Procurement Directors
- Surgeons
- ASC Administrators
“Every new account starts with a single conversation. We went from zero outbound to a repeatable pipeline of new vendor evaluations.”
Our approach
We identified ambulatory surgical centers, orthopedic practices, and ophthalmology centers based on procedure volume, geography, and current equipment contracts. We crafted outreach that led with product quality differentiators -- certifications, material specifications, and direct-from-manufacturer pricing advantages. Each message referenced the specific surgical specialties the practice performed and the instruments most commonly replaced. Campaigns ran across email and LinkedIn, targeting practice managers, procurement directors, and surgeons directly.
The results
Within 60 days, the company was in active vendor evaluation conversations with over 40 healthcare practices. The outbound system produced a steady stream of sample requests and product demos. Several accounts converted to recurring purchase agreements within the first quarter. The cost per new account opened was a fraction of what trade show attendance had produced.
Timeline
First sample requests within 3 weeks
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