Client
Punktum is a German consulting company operating in the healthcare industry, specifically in Digital Fitness, Wellbeing, and e-Health, supporting healthcare in current duties, optimizing the operation of hospitals and clinics, and developing software for hardware products for health monitoring. Punktum specializes in AI/ML technologies, Data Science, IoT, AR, VR, and Computer Vision.
Challenge
Our task was to develop a way to reach potential clients for consulting and executive services in the healthcare and med-tech industry in the DACH region. The main challenge was to develop a contact list, which in this industry is not easily accessible, and if available, many other companies are already conducting sales activities on it, which could overshadow our efforts due to high competition. Choosing the right target group was crucial.
Solution
Creating a campaign strategy
The sales strategy required us to engage in in-depth research regarding the selection of the target group. We conducted a series of direct and indirect interviews using Punktum employees' and clients' knowledge, gathering information about:
- Language specificity
- Building software projects in the healthcare industry
- Obtaining funding for similar projects
- Finding places where target group representatives gather
Based on the research, we developed a list of potential data sources, for which we designed tools to download and organize data in accessible tables. Then, based on the downloaded content, we developed the structure of email messages, for which we planned variable personalization elements for each person.
Implementation of hyper-personalization
The database we created was analyzed by AI assistants created for the campaign, which allowed us to prepare personalized message fragments for each specialist, making each message unique by over 60%.
Personalized elements included:
- The project the specialist was working on
- The goal of the project the specialist was working on
- The most similar case study of Punktum selected for the project described in the message
Personalized AI assistants for the Sales team
The prepared outbound campaign required the creation of personalized AI assistants who:
- Based on a complete description of the company and prospect, were able to qualify lead,
- Based on the description of the prospect and their company, were able to select the potentially most interesting case study of the company, legitimizing contact and maximizing the chance of a meeting
The assistants proved to be a very useful by-product of the cooperation and are used in the daily work of the sales department.
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