Engaging Hospital Administration and Radiology Practice Leadership to Address a Complex Sales Environment
A private equity-backed radiology management platform company was seeking to grow organically (new hospital contracts) as well as through acquisition to expand its geographic footprint.
The sales process for outsourced physician service companies to convince hospital leadership to replace an existing local practice with a regional or national company was challenging and complex, involving various ever-changing stakeholders. Additionally, the significant flow of private equity investment into both single-specialty and multispecialty companies made RFP opportunities increasingly competitive.
In partnership with Evolve, a digital marketing program was devised to build brand awareness and generate leads among two distinct audiences: hospital administration and radiology practice leadership.