Using Data to Hit the Right Sales Targets at DASCO

Published in Complex Rehab on March 04, 2022

Jill CiscoBy Jill Cisco, Sales Manager, DASCO HME

A sales and marketing strategy is only as good as the data that you have behind it. Without a way to measure or benchmark your success, you don’t fully understand your current positioning and how you have improved over time.

For years, DASCO Home Medical Equipment used its own data and book of business to gauge the impact of its sales efforts, which did not show the whole picture of potential. We used inaccurate information, often self-reported by referral sources, to determine which accounts were frequently using DME services. Each year, we planned based on which physicians had utilized our services, which were new accounts to DASCO, the accounts that had retracted from a previous period. Goals and performance were set based on the analysis of our own data.

A sales and marketing strategy is only as good...

Today, we have an entirely new outlook on goal setting and performance. As part of our overall growth strategy, the leadership at DASCO HME decided to invest in VGM Market Data and utilize it to its fullest potential. The utilization of the market data tool has been beneficial for DASCO HME over the past couple of years.

Market Data has changed how we establish goals and targets

VGM Market Data has changed how we establish goals and targets for our sales and marketing team. We use Market Data to identify the top prescribers based on a number of claims and decile ranking, which has allowed us to concentrate our efforts more precisely. Territory plans are more focused on prescribers with high utilization according to the Market Data, not referral source-reported intel. Then we use our real-time internal data to measure growth in these accounts.

Having the data at our fingertips means the pre-planning work is already done for us. It provides our account executives more time to focus on being in the field and gives them confidence they are calling on the right accounts.

market data tool provides solid information

In addition, the market data tool provides solid information about how we are doing compared to our competitors. Being successful in sales has always included understanding the successes and challenges of competitors and setting precise plans to take over market share.

Previously, we were using intuition and referral source statements to determine success and how we compared to our competitors. Now we have supporting data to assist our sales team in strategizing. With the market data tool, we know our overall percentage of market share with physicians and can easily see as the data is updated if our executed plans are making a difference.

Having Market Data access to multiple states gives DASCO HME the ability to identify and strategize about business expansion. We can evaluate referral volume and understand the competition before adding new locations. Prior to utilizing the Market Data tool, this was based on referral source statements, standard population data, and intuition. VGM Market Data provides a more accurate method of identifying new service areas with maximum growth potential.

Utilizing the market data tool has proven to be beneficial for DASCO HME. It has helped the sales team to better prepare, strategize, and execute plans.

Additionally, the market data tool supports better management of the sales team. Sales managers are basing direction, coaching, and performance evaluations on real market information.

Since using the market data tool, DASCO’s sales team growth has improved by an estimated 5-8% year over year. We will continue to use the market data tool as an important component of our growth strategy.


VGM Playbook: Forecasting 2022This article was originally featured in the VGM Playbook: Forecasting 2022. To read more articles like this, download your copy of the playbook today


TAGS

  1. business development
  2. market data
  3. marketing
  4. playbook
  5. sales

From Our Experts

The Importance of CRT: From the Perspective of Ali Ingersoll, Ms. Wheelchair America 2023 thumbnail The Importance of CRT: From the Perspective of Ali Ingersoll, Ms. Wheelchair America 2023 In a guest article written by Ali Ingersoll, Ms. Wheelchair America 2023, longtime U.S. Rehab member Stalls Medical is highlighted as for their trustwortihness in Ali's journey to finding the wheelchair that best suits her. U.S. Rehab Benchmark Report Released thumbnail U.S. Rehab Benchmark Report Released U.S. Rehab has released the benchmark report. The full data report is only available to those who filled out the survey, but we wanted you to have a sampling of the information. We also wish to encourage you to participate in future surveys. Lead to Community thumbnail Lead to Community VGM's Mike Isaacson unpacks what it means to lead to a bigger picture, lead to create connection, and lead to a feeling of community. Seat Elevation Study Adds Evidence to Industry's Cause thumbnail Seat Elevation Study Adds Evidence to Industry's Cause As reported in HME News, a new study showing the functional mobility, employment and safety benefits of seat elevation devices is a good example of how large data sets can be used to, hopefully, guide policy and practice, says Mark Schmeler. Wheelchair Repairs Obstacles Reduced! thumbnail Wheelchair Repairs Obstacles Reduced! Wheelchair repairs have been a hot topic recently with advocacy groups raising awareness about the ability of a wheelchair user to obtain timely repairs on their wheelchair. There are many obstacles that contribute to obtaining a timely wheelchair repair, but one of those obstacles will be eliminated and another will be reduced on Jan 1, 2023. Optimize Your Sales Management Team to Drive Growth in Times of Change thumbnail Optimize Your Sales Management Team to Drive Growth in Times of Change As you continue to look toward 2023, consider developing a plan to optimize your sales management team. By taking an honest look at your team and process, you start to see the growth opportunities that exist, even in times of change. Put a Ring on it: Rules of Employee Engagement thumbnail Put a Ring on it: Rules of Employee Engagement If you are a leader, it is likely that you have become aware of the term “quiet quitting,” but leaders have been dealing with the root cause for as long as there have been teams to lead. The real problem is disengagement. As a leader, how do you help employees re-engage? FMA Hits ‘Good Cross Section' of Industry thumbnail FMA Hits ‘Good Cross Section' of Industry U.S. Rehab's Functional Mobility Assessment tool now has over 13,000 individual data participants with over 500,000 data points showing the benefits of providing appropriate mobility equipment and involving assistive technology professionals (ATPs).