National Provider of Interventional Radiology Services Case Study

Created a growth plan to increase traditional service revenues by 10% in the first year and newer procedures by ten times in three years.

Situation and Challenge

Identify opportunities to help Company win back share from competitors in its traditional service line
Provide management action plan to drastically accelerate expansion into new procedure types

Performed detailed market analysis to identify drivers for existing referral patterns
- Estimated market size and growth trends
- Conducted phone interviews with existing and potential referrers to assess 1) referral criteria, 2) familiarity with clinical procedures and client
- Mapped patient flows in two test markets and identified opportunity points
Assessed internal processes and performance to identify strengths and improvement areas relative to referral marketing best practices

Characteristics of High Performing Physician Referral Organizations Framework
- Conducted diagnosis to benchmark current sales and marketing activities, tools, and resources against best practices
Market and Competitor Assessment
- In-depth assessment of two local market areas to understand patient flow by referral path and opportunity points
Customer behavior segmentation to prioritize targeting and sales efforts
The Nine Voices of the Market®
- Conducted 40-50 interviews with referring and non-referring physicians to understand referral criteria, market receptivity, and referral potential by specialty and demographics

Prioritized list of accounts to target to win back share
Specific recommendations to improve Company’s expansion results include:
- Sales Playbook detailing the most effective processes to be adopted by the organization (e.g., referral pipeline and sales force management)
- Recommendations for required sales tools
- Specific action steps to involve other parts of the organization (e.g., physicians and operations)
Detailed implementation plan including required activities, ownership, and timeline

Growth plan to increase revenues for traditional services and newer procedure types
- Traditional service line by over 10% in the first year
- Newer procedures by 2x in the first year and 10x within three years