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A 39 minute read
x-ray-pacemaker
February 28, 2020

As with many modern go-to-market strategies, data is a critical component in identifying purchase intent. The medical device industry is no different. At the very top of a marketing funnel exists a broad array of people interested in either your brand, your market, or the content your brand is producing. These people are all important — but they are not guaranteed buyers. Determining purchase intent requires forethought, and intelligent forethought is built with good data and analytics. This is the foundation of an account-based marketing (ABM) strategy.

As an example, let’s say that the up-and-coming medical device company Heart Beats, Inc. (HBI) has a brand new pacemaker it needs to take to marketIt should begin by identifying its ideal target audience — by finding a gap in the pacemaker market that their product can fill.  

If we analyze the two data sets below, we can derive some interesting insights that could help HBI to achieve this goal. 

Top 10 highest heart failure readmission rates by city 

Rank 

City 

State 

Heart Failure Readmission Rate 

Heart Failure Readmission Cases 

Heart Failure Mortality Rate 

Heart Failure Readmission Cases 

1 

Dallas 

TX 

30.10% 

1,266 

6.30% 

1,266 

2 

Harlan 

KY 

29.80% 

223 

13.80% 

223 

3 

San Juan 

PR 

29.10% 

1,061 

12.30% 

1,061 

4 

Oroville 

CA 

27.90% 

477 

6.50% 

477 

5 

Long Beach 

CA 

27.80% 

599 

6.90% 

599 

6 

Gainesville 

FL 

27.70% 

1,428 

12.30% 

1,428 

7 

North Las Vegas 

NV 

27.70% 

173 

9.30% 

173 

8 

East Orange 

NJ 

27.70% 

278 

9.70% 

278 

9 

Huntington 

WV 

27.60% 

601 

7.20% 

601 

10 

Little Rock 

AR 

27.40% 

814 

9.80% 

814 

Fig 1: Based on data from Hospitals & IDNs database (2020). Chart built using the DHC Report Builder tool. 

Bobserving which cities have the highest heart failure readmission rates, the medical device company could create an initial, informed list of potential targets capturing those cities and states with the greatest likelihood of use for its new deviceThis list would be a bit too broad, however. For the sake of time and effectiveness, our fictional medical device company should aim to be even more specific in order to best improve the odds of discovering real purchase intent 

Heart Beats, Inc. can further improve its marketing intelligence by utilizing diagnostic or procedure codes — like the isolated ICD-10 code shown in the chart below. 

Top 10 hospitals by highest volume of arrhythmia diagnoses 

Rank 

Hospital 

City 

State 

ICD-10 Code 

ICD-10 Description 

# Total Diagnoses 

1 

Parkland Health and Hospital System

Dallas 

TX 

I499 

Cardiac arrhythmia, unspecified 

4,993 

2 

Jackson Memorial Hospital 

Miami 

FL 

I499 

Cardiac arrhythmia, unspecified 

2,851 

3 

Hospital of the University of Pennsylvania 

Philadelphia 

PA 

I499 

Cardiac arrhythmia, unspecified 

2,426 

4 

Ann & Robert H Lurie Childrens Hospital of Chicago 

Chicago 

IL 

I499 

Cardiac arrhythmia, unspecified 

2,386 

5 

Cedars-Sinai Medical Center 

Los Angeles 

CA 

I499 

Cardiac arrhythmia, unspecified 

2,230 

6 

Washington Regional Medical Center 

Fayetteville 

AR 

I499 

Cardiac arrhythmia, unspecified 

1,946 

7 

Childrens Medical Center Dallas 

Dallas 

TX 

I499 

Cardiac arrhythmia, unspecified 

1,886 

8 

North Shore University Hospital 

Manhasset 

NY 

I499 

Cardiac arrhythmia, unspecified 

1,844 

9 

Baptist Health Louisville  

Louisville 

KY 

I499 

Cardiac arrhythmia, unspecified 

1,836 

10 

CAMC General Hospital 

Charleston 

WV 

I499 

Cardiac arrhythmia, unspecified 

1,657 

Fig 2: Based on data from the Hospitals & IDNs database (2020). Chart built using the DHC Report Builder tool.  

By cross-referencing the first chart with the information above, some important specifications become apparent. This list of top 10 hospitals by the highest volume of arrhythmia diagnoses could help HBI target individual hospitals that it now knows are operating within cities that are also reporting the highest heart failure readmission rates. Areas like Dallas (TX), Harlon (KY), or Louisville (KY) can be noted as prime targets for uncovering valuable leads. 

With this information in mind, it’s time to find key opinion-leaders and decision-makers that Heart Beats, Inc. can reach out to directly for additional market influence. It can use a physician database  to isolate relevant specialists to contact within these high-opportunity cities  saving time and optimizing their marketing strategy. 

15 cardiologists in Dallas, TX 

Physician Name 

Primary Specialty 

NPI 

Primary Hospital Affiliation 

Robert Kowal 

Cardiology 

1093779258 

Zale Lipshy Pavilion (Dallas, TX) 

Matthais Peltz 

Cardiology  

1073717856 

William P Clements Jr University Hospital (Dallas, TX) 

Aslan Turer 

Cardiology  

1114931110 

William P Clements Jr University Hospital (Dallas, TX) 

Hurst Hall 

Cardiology  

1205151834 

William P Clements Jr University Hospital (Dallas, TX) 

John Rutherford 

Cardiology  

1134198617 

William P Clements Jr University Hospital (Dallas, TX) 

Katy Lonergan 

Cardiology  

1144394461 

William P Clements Jr University Hospital (Dallas, TX) 

Mary Brickner 

Cardiology  

1336102003 

William P Clements Jr University Hospital (Dallas, TX) 

William Daniel 

Cardiology  

1902854524 

William P Clements Jr University Hospital (Dallas, TX) 

Richard Wu 

Cardiology 

1881655017 

William P Clements Jr University Hospital (Dallas, TX) 

Mark Link 

Cardiology  

1891766986 

William P Clements Jr University Hospital (Dallas, TX) 

Duwayne Willett 

Cardiology  

1710941448 

William P Clements Jr University Hospital (Dallas, TX) 

Jennifer Thibodeau 

Cardiology  

1710012448 

William P Clements Jr University Hospital (Dallas, TX) 

Susan Matulevicius 

Cardiology  

1922209634 

William P Clements Jr University Hospital (Dallas, TX) 

Berge Tasian 

Cardiology  

1124082854 

William P Clements Jr University Hospital (Dallas, TX) 

Dharam Kumbhani 

Cardiology  

1184788416 

William P Clements Jr University Hospital (Dallas, TX) 

Fig 3: Based on data from the Physicians database (2020). Chart built using the DHC Report Builder tool.  

These opinion-leaders are great resources for several reasons. For one, cardiac specialists work regularly with similar medical devices to the pacemaker Heart Beats, Inc. is looking to sell. These specialists know first-hand whether or not their hospital or practice will be interested in making a purchase. Secondly, they have swaying power within their organization and can help make a case for this new pacemaker technology, assuming they choose to support it. Lastly, they can provide insights that expand Heart Beats' market knowledge and answer critical questions like 

  • What product is currently being used within their organization?  
  • How is it performing?  
  • Is it meeting their needs?  
  • Are there other areas of technological lag that could be filled? 

Rinse and repeat.  

With leads of this quality, medical device vendors, like in our example, are able to begin an informed account-based marketing (ABM) strategy that results in shortened sales cycles and less time spent on marketing campaigns that may not yield new business. 

Learn more 

Interested in learning more about data-driven marketing strategies within the healthcare industry? Read our article How a Leading Diagnostics Company Identifies Their Best Targets for an example of a real-world use-case of the DHC data and analytics platform. 

You can also watch DHC's panel on Medical Device Sales Strategies and Buyer Perspectives. You can expect to learn about more medical device-specific insights from sales and marketing experts within the industry — it aired live on Thursday, February 27, 2020 at 2pm EST. 


ABOUT THE AUTHOR

Tarell Morris

An English graduate and a tech nerd — I enjoy reading, writing, and getting involved with some technical nitty-gritty and design when time and opportunity allow for it. Some favorite books of mine ...


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