By Pat V. Phillips, RN, Bellin Health Business and Community Health, and Michael D. Wentworth, TMR Associates LLC
Okay, how many of you really like cold calling? Raise your hands. I can tell by your response cold calling is not your favorite thing to do, but it’s the only way to introduce your occupational health services to new employer prospects—right? Not anymore. There is another way.
In 2016, Bellin Health’s Business and Community Health team led by Randy Van Straten
introduced a new program called the Broker Initiative. Developed by Pat V. Phillips, RN, senior occupational health executive, the program taps into the needs of brokers to gain referrals (warm leads) to a large number of prospective employers. In 18 months, the program has added 20 new companies, 3,229 new patients, $114,700in new revenue, and not one cold call.
Here’s how it works. Focus on SmallerBroker AgenciesIn general, everyone wants to bag the elephants, the largest employers. However, in most communities, the number of elephants is small. Whereas, the number of smaller employers is much larger, and they require many of the same services as large employers to ensure compliance, promote employee safety, and assist in controlling workers’ compensation costs. The smaller employers tend to work with smaller broker agencies. Brokers enjoy and have established client relationships. The smaller agencies aggressively seek new ways to bring “value” to their clients.
Listen to Their Needs
Stop selling and start listening. Rather Than trying to “pitch” your products or services, sit down with these brokers and ask them what value they want to deliver to their clients. Listen to the way they describe value, ask clarifying questions; then design and deliver a program specific to the message they wish to bring to their clients. Offer a Custom Seminar Featuring a Subject.
Matter Expert
Once you understand the type of high-value information or expertise the broker wants to share with their clients, align it with one of your organization’s subject matter experts (SMEs). The SMEs are the physicians and clinicians who really understand what drives claims in the work environment. Offer to work with the broker to put your SME in front of their clients. The“value” to the broker is it enhances their value to their clients. Here are the key elements of the seminar:
1. Make it a breakfast seminar (better attendance)
2. Share seminar expenses with a broker
3. Allow the broker to feature their name and identity. Do not use your logos at all, rather feature subject matter experts (SMEs) of your health system
4. Provide a gift or giveaway
5. Provide registration staff support
Getting the Appointment
The purpose of the seminar (for your organization) is to educate employers on how and what to look for (best practice)in an occupational health provider and to schedule introductory appointments with the broker’s clients. An effective way to increase the percentage of appointments you schedule is to provide a “free assessment.” The assessment provides a site visit by the SME to the prospect’s business. The prospect sees great value in having an SME tour the business. The assessment makes it easy to produce a proposal for services.
Conducting the Appointment
Be sure the broker attends the initial appointments following the seminar. It is important to ensure broker trust with their clients and a warm handoff.
The Results
How effective is the Broker Initiative Program? In the short time, Bellin has employed the program, our SMEs presented to 135 companies resulting in 41 introductory appointments (30 percent), and 20 new companies engaged(49 percent close rate), resulting in $114,700 in revenue to date. In the first six months (2016), the program added 690 new patients, and in year two (2017) it added 2,539.
Getting Started
For more information on how you can design and implement a broker initiative in your area, contact Pat Phillips at pat.phillips@bellin.org or 920-430-4561.
About the Authors
Pat V. Phillips, RN is senior occupational health executive for BellinHealth Business and Community Health. Pat designed Bellin’s broker initiative and led the program.
Michael D. Wentworth is an author, speaker, and president/CEO of TMRAssociates LLC, a sales consulting and cold calling services firm located in northeast Wisconsin.
