The healthcare industry presents a myriad of opportunities for you to grow your MSP company. Healthcare providers can use your services to streamline their staffing, protect their data, improve efficiency, and to ensure continuity during massive system overhauls. However, for you to tap into this growing industry, you need to identify the right strategies. Healthcare, unlike other industries, requires consultation at several decision-making levels before they make a purchase. You need to identify the right person in the C-suite to help you get an audience and even push your proposal past the initial pitch.
Craft a Strategy
Getting business in the healthcare industry will take time; you need a strategy that will ensure you stay motivated throughout the process and help you close. For example, instead of making a cold call to a hospital executive, identify someone in their network they trust, even a lower-level employee, who can recommend you to the person. As you work on getting the initial meeting, invest your time in learning what is important to the executive and to the facility’s overall goal. Understand their story and their mission and create your pitch around it. Additionally, break your pitch into several stages, such as a short elevator pitch if they decide to talk to you on the phone, a pitch for your second encounter and another pitch for when they invite you to share what your company does with the rest of the executives.
Prepare for the Face-to-Face Meeting
Face-to-face meetings with hospital executives take time to get and can either make or break your efforts. You need to plan every aspect of such a meeting. For example, do your research on the person you are about to meet. Older execs might prefer a more formal dress code while young execs might appreciate the less formal dress code seen in people who work in an MSP company or other IT-related businesses.
In addition to your appearance, think of how you will use this opportunity to articulate your understanding of the challenges creating the need for change or driving the company to seek new approaches to existing or upcoming problems. Aim to impress by carrying visual aids or tuning your meeting into a quick demonstration or rapid prototyping session. People like to work with people who demonstrate a willingness to think and work outside the box, even in simple things such as presentations.
Demonstrate your Credibility
During the process, work on proving your capabilities and integrity— it helps you become a trusted advisor to the executive. Remember that credibility takes time to develop; you need to earn their trust over a time.
Communicate your Value
Once you start making progress in your pursuit of the new client, make sure you constantly communicate the value of your relationship to their work and mission. Immediately you close, create a communication strategy that helps them understand your value, including providing data to show the role your company plays in their business.
The healthcare industry tends to favor businesses they know or other operators in the sectors use. Entering or growing in this sector requires a strategic approach that goes beyond the closing meeting. Your MSP company must consistently prove its value and trustworthiness to the industry.