Overview
ReferWell works with leading health plans and provider organizations to transform access to care, eliminate barriers to care, and improve member experience and outcomes. With Connexu’s partnership, ReferWell was able to create a pipeline of over $10m in just over a year and close $2.25m in business.
Defining the Target Market
To ensure the outreach campaign’s success, we began by meticulously defining the target market of over 800 national and regional health plans represented the target market serving Medicare Advantage members. We then identified the appropriate contacts within the organization that either impact or are impacted by membership satisfaction within those plans. Then we got to work.
“It still shocks me that smart business people think they can “just hire someone in-house to make phone calls”, give them no training, no supervision and no weekly guidance and wonder why the BDR function fails for them. Connexu and their team focus exclusively on BDR capabilities and results. They focus on their own continuous improvement and they brought that expertise to us on a weekly basis. Each week they told us exactly what they needed to be successful. Connexu’s services resulted in a 21 to 1 ROI for us.”
We iterated with ReferWell to understand the impacts of their services throughout the STARs performance reporting journey and began to have materially specific conversations with the contacts at the plans.
Building the Campaign Messaging
Messaging for ReferWell couldn’t simply be a one and done. Every 60 days a new report, client success, or change within the market created an opportunity for new and fresh outreach. Connexu constantly looks for market events to re-touch prospects for client opportunities.
“Health Plan ICPs are never one-call closes. You have to create a relationship with the prospect and identify a need or opportunity.”
The messaging was designed to resonate with potential customers. Our approach included educational content, case studies, and testimonials that illustrated real-world applications and benefits.
Outreach Execution and Analytics
Our outreach team employed a combination of cold calls and strategic follow-ups, leveraging the refined messaging. Throughout the process, we closely monitored key performance indicators (KPIs), such as response rates and conversion metrics, to gauge the effectiveness of our tactics.
To enhance our analytics capabilities, we utilized business intelligence reporting dashboards. These dashboards provided real-time insights into outreach performance, allowing us to pivot messaging and strategies swiftly as needed.
“Real-time analytics were a game changer. They empowered us to adapt our approach dynamically, ensuring maximum impact.”
The dashboards revealed valuable trends and patterns, such as optimal times for outreach, the most engaging messaging components, and converting personas for hyper-targeting. This data-driven approach allowed us to continually refine our strategy for greater effectiveness.
Results
We were able to demonstrate and build a substantial pipeline within the first 60 days of our collaboration. The momentum that was built and the meetings pipeline that we were able to create began to generate consistent qualified meetings that turned into proposals and eventually business.
“We constantly evaluate our outreach efforts. Connexu’s commitment to learning and adapting to achieve our goals has aligned with our business and created a very valuable and successful partnership.”