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Hi Community members,

 

A month ago we shared the Industry Spotlight for how sellers in Financial Services are leveraging LinkedIn Sales Navigator, and today’s Industry Spotlight will focus on Healthcare sales professionals.

 

Just like the trend in finance, we’ve seen an increase in activity on LinkedIn in the past year from healthcare buyers, which we’ve categorized into:

  1. Business buyers: CXO, Medical Officers, Program Heads, Heads of Pharmacy, Board Members, and Director+ level professionals in Purchasing, Operations, or Administration.
  2. Clinical buyers: doctors and nurses

 

Healthcare sales 

On the seller side, we also saw a 44% year-over-year increase in sharing content and a 90% year-over-year increase in posting content on LinkedIn. Even before the Covid-19 impetus, there were signs that the healthcare sector was breaking free of the social media shell and becoming more receptive towards online interactions and virtual selling. For one, there are currently more than 6M healthcare buyers from more than 635K companies on LinkedIn. Furthermore, healthcare buyers’ online behavior is also evolving with the changing landscape, which presents more ways for healthcare sellers to connect with decision makers.

 

Let’s take a look at how healthcare sales teams, like the ones at Eko and 24 Hour Home Care, have been able to benefit from using LinkedIn Sales Navigator:

  1. Increase customer touchpoints and effective interactions — Sales Navigator tracks the possible reasons for a touchpoint, with a Lead or Account, and will automatically alert you on the home feed, saving reps time and providing them actionable insights for engagement.
  2. Rise above messaging clutter — InMail messages statistically have a higher response rate than traditional emails, especially from executives as they cut through the clutter and noise.
  3. Gain alignment among key decision makers — Healthcare sales professionals found that Sales Navigator provides more and easier access to high-level people, specifically the directors and VPs they need to reach.
  4. Enrich opportunities at events and conferences — Finally, before meeting with buyers, whether virtually or in-person, sellers can find interesting and crucial details from Sales Navigator that will help strike up personal connections and productive conversations.

 

Finally, our research saw that healthcare sales professionals using LinkedIn Sales Navigator found 7 times more decision makers and connected with them 4 times more than their counterparts who don’t use it, while device reps found 10 times more decision makers and connected with 5 times more. If you’d like to hear more from the healthcare industry, be sure to check out the full post here. Otherwise, let us know if you have any questions and/or feedback.

 

Thank you and happy selling,

Eva C.

These are impressive stats on the growth of Sales Navigator usage among healthcare professionals!

Indeed! How much more clinical buyers are posting on LinkedIn this year compared to a year ago is truly impressive.

 

Have you come across training anyone in healthcare or those whose buyers are in healthcare, @Stan R​? Would love to hear other insights you may have as well. 😊

This is VERY interesting to me. I am a newly graduated Pharmacist, and there are a lot of pharmacists and pharmacy organizations that ask me questions about LinkedIn and Healthcare - my response is always that LinkedIn is EXTREMELY underutilized by the Healthcare sector and there is a ton of room for organizations to make a move and establish a large portion of market share.

 

I'm currently working with a startup in the Organ Procurement sector. Their target is Transplant Coordinators, Transplant Surgeons, Director of Solid Organ Transplant, etc.

 

They are reaching out to this demographic and seeing amazing results in terms of response.

 

Doctors are one of the hardest demographics to get in touch with.

Thank you for sharing, @Chris C​, and wow, congrats on getting your degree 👏🏼 (I was pre-health in college but did not pursue higher education in medicine/healthcare, so that's awesome that you did!)

 

That's a great insight you shared with the organ procurement sector startup. It's always interesting to see how other industries and LOBs are using Sales Navigator. Glad to hear that they are able to see great results in return! Do you know or can you share some best practices from that client on how they are able to target who they are looking for successfully? I'm sure this will help other Community members in a similar industry as well.

I can definitely give some recommendations. Some of my favorite people to work with are in those weird industries. Everyone is targeting C-Level Execs, so when you have the chance to target people with unique titles, such as "Director of Organ Procurement" or "Senior Transplant Coordinator", I think it is a lot easier to have an impact even faster since those people are less likely to be inundated with connection requests/cold DMs.

 

If you are able to, my favorite field to use for targeting is the Title field. It is so simplistic, but the ability to use Boolean logic, as well as exclude unwanted titles allows you to get the exact person you want to chat with.

 

For example, if you want to Target "Transplant Coordinators" but don't want to get "Senior Transplant Coordinators" then you can search the title "Transplant Coordinator" and then exclude the title "Senior". This is just one example, but this same logic can be applied to any form of targeting.

 

Then being able to couple that with an Industry and/or Function field, then you are really able to get down to a very uniquely targeted list - which then allows you the ability to send more "personalized" messages at scale.

Thank you for sharing more, @Chris C​! What are you said about the functions of the Title field couldn't be more true, that Boolean logic and exclusion will be able to help find the exact people you're looking for (or get as close as possible). Additionally, once you add more filters in other fields too, you'll be able to get a very targeted list of results.

 

These are definitely great examples (and interesting ones!) that will help other Community members in not just healthcare but other industries and functions as well. 😊

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