Redefining the concierge healthcare experience.
As the leader in concierge primary care and executive health, PartnerMD is redefining expectations for the healthcare experience. By taking time to listen, to understand, and to build trusting relationships, PartnerMD provides individuals, families, and businesses with today’s most advanced, progressive, and personal health guidance.
PartnerMD, LLC (PartnerMD) is a leading services provider in the concierge medical practice industry, offering 24/7 access to physicians, early screenings, and wellness coaches to improve patients’ health and well-being. Combined, these features enable the organization to deliver a more personalized healthcare experience to patients throughout the Mid-Atlantic part of the country. In addition to concierge services, PartnerMD also offers primary care to its members.
PartnerMD’s revenues had grown consistently in recent years, thanks to strong customer retention and referral networks for its two primary revenue streams: executive physicals and memberships. Executive physicals and memberships allow companies to provide standout benefits to improve retention, as well as to ensure that corporate leadership teams are always in top form to focus on taking care of the company. Heading into 2020, PartnerMD’s stakeholders knew that they were just scratching the surface of the level of growth possible for executive physicals — which involves a very different value proposition and sale from its flagship, consumer product.
A B2B motion that had never existed before.
With referrals and word-of-mouth channels contributing to a vast majority of the brand’s net-new business for both small customers and household clients, PartnerMD executives realized that the organization could not aggressively scale and reach their target benchmarks of 30% YOY new client/product line growth through personal networks and proximity alone. This reality prompted PartnerMD decision makers to explore developing a systematic process to sell the company’s executive physicals, a strategy that had never been done before throughout the organization
PartnerMD’s transition to a more formal sales process on the B2B side began with the hiring of an outside sales representative to handle the business-to-business market. But the organization lacked the experience to support a robust outbound prospecting effort targeting the enterprise sector. This internal gap encouraged PartnerMD executives to seek outside help to quantify, qualify, and target the lucrative marketplace for executive health programs.
Build the process, then adapt twice under pressure.
PartnerMD engaged FullFunnel, a sales and marketing outsourcing company in Boston, to analyze the organization’s sales process and develop an engagement roadmap to accelerate the brand’s revenues for executive physicals. FullFunnel worked closely with PartnerMD stakeholders to identify target personas, construct deep-dive messaging that would resonate with these decision makers, and curate lists of prospects and accounts who would benefit from PartnerMD’s value proposition.
After identifying all of these key data points and crafting the brand’s messaging, FullFunnel and PartnerMD launched a full-scale sales program in late September 2019. This proved to be a challenging time for PartnerMD, as many human resources-related prospects were dealing with open enrollment season, greatly impacting the company’s sales opportunities during Q4 2019. FullFunnel collaborated with PartnerMD on a solution to this hurdle by using this period as a way to collect responses from these prospects, synthesize those insights, and turn this data into actionable feedback for future prospecting efforts. Additionally, while prospects were not ready to engage at the time, the conversations conducted during that period planted the seeds for engagement that came into fruition in Q1.
“Because of the volume FullFunnel is able to generate and the rapid learnings that they are able to get back to us, we are applying it to other areas of our business. We’re using the prospect feedback to influence the website, the digital ads, the proposals, and even the product offering itself. FullFunnel is making a difference. It’s more B2B leads and feedback than we’ve ever had before.” -Kristin Richardson, Chief Sales & Marketing Officer at PartnerMD
Persona & messaging development
Identified target personas, constructed deep-dive messaging that would resonate with decision-makers, and curated prospect and account lists.
Launch through a hard season
Launched the full-scale sales program in late September 2019 — timing that coincided with open enrollment season, which cut into sales opportunities. FullFunnel used the period to collect prospect responses and turn them into actionable feedback for later prospecting.
Pandemic repositioning
When COVID-19 hit and PartnerMD had to pause new-patient intake to focus on existing patients, FullFunnel and PartnerMD repositioned the messaging within a one-week turnaround, framing the offering as a critical investment in leadership health continuity.
Account-based strategy
Used the program's learnings to implement a highly targeted account-based sales strategy systematically targeting a curated list of named accounts.