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The inaugural edition of the 'Better Business by 2012' series encouraged businesses to evaluate the integrity of buyer information resources as a prerequisite to enabling better sales:

"Bringing additional layers of buyer data into view creates a foundation of prospect knowledge that paves the way for more proactive selling, more effective marketing and better insight into business patterns and trends." 

Right now, planning may be taking place around 2012's Tabula Rasa potential, examining the nuances of this year's new, returning and lost buyers - aspiring to shore up more of the former and fewer of the latter in the coming year. 

How detailed is the big sales picture? Were there common factors in each buyer outcome group that would benefit from identification in advance moving forward? Are there information gaps that make it difficult to identify what the target customer really looks like?  

All Buyers Are Not Created Equal 

Imagine the perspective that could be gained if not just the few basic fields captured via web forms and manual notation, but a true 360-degree view of healthcare account demographics like executive leadership, financial standing, clinical performance and patient volumes were accessible? 

Real-time, data-rich resources like the Billian's HealthDATA Portal offer healthcare vendors instant access to targeted pieces of healthcare business intelligence. 

By expanding what is known about buyers and prospects, sales teams are better equipped to identify commonalities among different buyer groups and establish a profile of account characteristics that constitute a highly qualified buyer so that sales success can be readily identified. 

What Does the Ideal Buyer Look Like? 

Billian's HealthDATA encourages clients to establish an 'Ideal Buyer Model' by getting more familiar with the shared characteristics of the top accounts they already have.  

Maybe the bulk of sales is to facilities in a particular staff size range? Perhaps more success has been found with corporately owned facilities? Was there a correlation between sales losses and facilities that were in financial distress? 

This Ideal Buyer portrait becomes a standard to leverage when identifying new prospects.  Portal resources afford subscribers the unique opportunity to not only grow what they know about key accounts, but also segment the system using over 1,300 hospital data filters to isolate new prospects with precision. 

By implementing a tiered prospect-targeting approach that initially focuses on prospects identical to current buyers and moves on to less precise matches mirroring fewer ideal buyer traits over time - multi-phased campaigns can be established that keep efforts rolling and make best-fit buyers the first priority. 

Next: Taking Data Resources Enterprise-Wide 

Buyer information as an asset spans well beyond Ideal Buyer education and prospect identification. The next blog in this series will focus on how prospect and buyer data is a resource to leverage throughout the life cycle of prospect engagement, from initial outreach to repeat customer. Tune in to the next edition of the Healthcare Intelligence Hub to learn how to maximize use of information resources organization-wide. 

Source: Billian's HealthDATA