Seven steps to creating curiosity.
By Brian Sullivan
My name is Brian Sullivan, the creator of PRECISE Selling, and I’ve spent decades analyzing the art of sales communications. Today, I’m excited to share the magic of constructing an engaging cold email, a tool that can open doors to meaningful customer interactions in medical sales.
First, let’s acknowledge that your medical prospects are incredibly busy. They juggle patient appointments, clinical decisions, and administrative tasks, all while keeping up with the latest scientific advancements. It’s essential that our communication is concise and respectful of their time, yet enticing enough to warrant their attention.
Now, let’s dive into our PRECISE Email model for cold emailing.
P – Personalize
Your subject line should contain either their first name or company. A study conducted by Campaign Monitor discovered that emails with personalized subject lines are 26% more likely to be opened.
Next, start your email with a personalized greeting. Acknowledge any recent achievement, mention a relevant shared connection, or show that you’ve researched them by referencing something unique about their practice. This indicates you’ve invested time in understanding their world, and they’re not just another name on your prospect list. According to Experian, personalized emails deliver six times higher transaction rates. They noted that when an email is not only personalized in the subject line but also in the content, it significantly boosts the click-through rate.
Example: “Dear Dr. Smith, I recently read your insightful article on implementing telehealth services during the pandemic…”
R – Relatable Relevance
Connect your product or service to a challenge or need they’re currently facing. This forms a bond between their problem and your solution, adding relevance to your email.
Example: “…and noticed your team’s challenges in handling increased patient loads remotely.”
E – Elevate the Pain Point
Highlight the severity of the problem they’re facing without your solution. This creates urgency and compels the reader to seek a change.
Example: “Such challenges often result in extended wait times for patients and overworked medical staff.”
C – Communicate the Solution
Introduce your product or service, explaining how it addresses their specific pain point. Keep this concise, direct, and benefit-focused.
Example: “Our telehealth platform, TeleSully, is designed to alleviate these issues by streamlining patient management and reducing administrative burdens.”
I – Illustrate Success
Include a quick success story or data point that demonstrates your solution’s effectiveness. Real-world examples are compelling and provide credibility.
Example: “With TeleSully, ABC Clinic reduced their administrative hours by 30% and increased patient satisfaction scores within just three months.”
S – Suggest a Meeting
Propose a meeting or a demonstration of your product/service. The goal here is to convert their interest into a commitment.
Example: “I would love to show you how TeleSully could help your team overcome its current challenges. Could we schedule a brief call next week?”
E – End on a High Note
Conclude your email positively, reiterating the potential benefits of your solution, but using a touch of “slight indifference” in whether they will see the same results as your other clients. (It means you don’t sound so desperate and needy).
Example: “While our solution has dramatically transformed telehealth services for over 5,000 clinics like yours, it’s a solution that is not right for everybody. It would be great to set up a brief 20-30 consult to see if we can help your clinic the same way we helped others. Thanks!”
With the PRECISE approach, your cold email becomes a targeted, engaging, and compelling conversation starter. This method ensures we respect the recipient’s time, address their unique challenges, and offer a concrete solution. The real magic happens when we move beyond selling a product and start solving a problem.
Remember, medical professionals are more likely to respond to emails that demonstrate an understanding of their world and offer value. With PRECISE, you can elevate your cold emails from being just another message in an overcrowded inbox to becoming an exciting opportunity worth exploring.
Till next time, continue selling with passion and precision.
Brian Sullivan, CSP, is the author of “20 Days to the Top” and a leading voice in the field of sales training and development. He believes in the potential of every salesperson to achieve their best and continually challenges sales professionals to reach new heights. To have Brian Sullivan or one of his stable of trainers and coaches help your team get to the top, visit him at www.preciseselling.com.