How can you use clinical evidence to identify new sales opportunities?

1 Know your product and evidence

The first step is to have a thorough knowledge of your product and the clinical evidence that supports it. You should be familiar with the features, benefits, and indications of your product, as well as the studies, trials, and publications that validate its efficacy, safety, and cost-effectiveness. You should also be able to explain how your product compares to alternative solutions and how it aligns with the latest guidelines and standards of care.

2 Research your market and prospects

The next step is to research your market and prospects to identify potential gaps, needs, and pain points that your product can address. You can use various sources of information, such as industry reports, journals, websites, social media, podcasts, webinars, and events, to learn about the trends, challenges, and opportunities in your target segment. You can also use tools like LinkedIn, CRM, and email trackers to find and qualify leads, and to understand their roles, goals, interests, and preferences.

3 Tailor your message and value proposition

The third step is to tailor your message and value proposition to each prospect based on your research and evidence. You should craft a personalized and relevant pitch that highlights how your product can solve their specific problems, improve their outcomes, and add value to their practice or organization. You should also use clinical evidence to back up your claims, provide proof of concept, and build trust and credibility.

4 Engage your prospects and overcome objections

The fourth step is to engage your prospects and overcome any objections they may have using clinical evidence. You can use various channels, such as email, phone, social media, or video, to reach out to your prospects and start a conversation. You should use open-ended questions, active listening, and storytelling techniques to uncover their needs, challenges, and motivations, and to position your product as the best solution. You should also anticipate and address any common or specific objections they may have, such as cost, quality, or compatibility, using clinical data and testimonials.

5 Follow up and nurture your leads

The final step is to follow up and nurture your leads until they are ready to buy. You should maintain regular contact with your prospects and provide them with relevant and valuable content, such as case studies, white papers, infographics, or webinars, that showcase the clinical evidence and benefits of your product. You should also monitor their engagement and behavior, and use triggers, such as a change in role, budget, or priority, to move them along the sales funnel.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?