No two VSA lead generation campaigns are exactly alike, but some client programs are more distinct than others. Such has been the case with Kalderos, a technology company that began its partnership with VSA last June and continues to work with us.
Kalderos chose to partner with VSA in large part because of our deep experience working within the healthcare and pharmaceutical industry. But Kalderos offers a vastly different service than many of our other healthcare-related clients.
In a nutshell, Kalderos builds tools to increase transparency between healthcare providers, pharmaceutical manufacturers, and Medicaid drug discount program managers in order to improve program compliance and reduce costs for all parties. The company’s goal is to help healthcare providers focus more on patients and spend less time on administrative tasks.
What has distinguished the Kalderos calling and email campaign from many of VSA’s other lead generation and appointment-setting programs is that the company is not trying to merely schedule sales meetings for its reps. Instead, Kalderos has sought VSA’s direct assistance in onboarding healthcare providers to its signature free service.
VSA’s Business Development Representatives have been tasked with helping prospects understand the benefits of the service and (ideally) complete the registration process, while also scheduling calls with Kalderos reps for prospects who wish to discuss the service further.
Because the BDRs are directly involved with the prospect onboarding process, the phone script is far more detailed and expansive than many of the scripts VSA typically prepares for its client programs. There are also multiple email sequences to monitor and distribute, depending on prospects’ level of engagement and where they are in the onboarding process. Throughout the campaign, VSA has worked on fine-turning its cadence of when to send out which emails.
Despite the challenges, the program has consistently delivered positive results for Kalderos, especially as VSA’s BDRs have become more familiar with the company’s offering and more adept at navigating to the right decision-makers.
Most importantly, VSA has removed a huge burden from Kalderos’ internal team. Prior to partnering with VSA, the company’s reps often found themselves trapped between trying to reach out to potential new providers and engaging with existing customers.
“Working with VSA has helped Kalderos focus on customer retention without sacrificing lead contact outreach,” says Kalderos Business Operations Manager/SME Michael Montgomery. “Due to internal resource constraints, we were having to choose between nurturing existing customer relationships and outreach to new leads.
“By engaging with VSA for outreach to new leads, we were able to ‘fix the leaky bucket’ and reduce our churn. Our internal team has been able to focus on customer retention and feature adoption.”
VSA’s client programs are always highly collaborative, and that has been especially true with this campaign. Throughout the partnership, Kalderos has regularly sent VSA new information relevant to the program. VSA, in turn, has promptly reported back with detailed results of the phone conversations and other important data.
“The feedback and data we get from VSA has helped us improve our internal processes and messaging,” Mr. Montgomery says. “We have improved customer retention, and by extension we’ve increased customer satisfaction with our products.”
Overall, the campaign has produced a 6.06% opportunity rate for Kalderos, which includes a mix of completed and confirmed registrations, scheduled phone call appointments, and future leads.
“I’m proud of the work we’ve done to increase the number of registrants for their service,” says VSA Senior Program Manager Lisa Doyle.
If you’re looking to engage with new prospects the way Kalderos has, give us a call. We’d love to talk about ways we can help you fill your pipeline and grow your business.