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Go-to-Market
Target Account Tiers
Tier 1: Oncology & Academic Centers
These institutions have the highest clinical sophistication and influence network. They understand the data and will evaluate objectively.
| Institution | City | Annual Procedures (Medicare) | Why Target |
|---|---|---|---|
| MD Anderson Cancer Center | Houston | ~1,500 | #1 cancer center, massive midline volume for chemo access |
| Memorial Sloan Kettering | New York | ~1,200 | Top oncology, trains infusion nurses nationally |
| Dana-Farber Cancer Institute | Boston | ~1,000 | Major oncology, influences New England purchasing |
| Moffitt Cancer Center | Tampa | ~800 | Florida's largest cancer center |
| City of Hope | Los Angeles | ~750 | West coast oncology leader |
| Johns Hopkins | Baltimore | ~1,400 | Academic influence, quality-focused |
| Mayo Clinic | Jacksonville/Phoenix | ~1,200 | Brand recognition, sets standards |
| Cleveland Clinic | Cleveland | ~900 | Innovation reputation |
| Penn Medicine | Philadelphia | ~1,100 | Academic leader, large system |
| UCSF Medical Center | San Francisco | ~700 | West coast academic |
Entry point: Vascular access team leads, oncology nursing directors, clinical quality committees
Value prop: Safety data + simplicity = better outcomes for immunocompromised patients
Tier 2: Large Health Systems
High volume, standardized protocols. One decision affects many facilities.
| System | Markets | Est. Annual Midline Volume |
|---|---|---|
| HCA Healthcare | Nashville, Richmond, Miami, Tampa | 15,000+ |
| Ascension | Indianapolis, St. Louis, Nashville | 10,000+ |
| CommonSpirit | Phoenix, Houston, Denver | 10,000+ |
| Trinity Health | Multiple Midwest | 8,000+ |
| Tenet Healthcare | Dallas, San Antonio | 6,000+ |
Entry point: Value analysis committee, group purchasing directors, supply chain VPs
Value prop: System-wide complication reduction = measurable cost savings
Tier 3: Dialysis Networks
High CVC volume, cost-conscious, safety-sensitive.
| Network | Facilities | Annual CVC Volume |
|---|---|---|
| DaVita | 2,800+ | 50,000+ |
| Fresenius | 2,500+ | 45,000+ |
| US Renal Care | 400+ | 8,000+ |
Entry point: National purchasing, regional clinical directors, dialysis access coordinators
Value prop: Reliability at scale. Fewer mechanical failures = fewer costly complications.
Channel Strategy
Channel 1: Vascular Access Teams (Traditional)
Target titles: Vascular Access Director, Clinical Nurse Specialist, IR Department Head, PICC Team Lead
Tactic: Lunch-and-learns with MAUDE data presentation
Agenda:
- Market overview (5 min)
- Injury rate and failure pattern walkthrough (10 min) -- show rates, not raw counts
- SlipStream Technology demo (5 min)
- Q&A (10 min)
Materials: ScanPath dashboard access or MAUDE database on laptop, Stiletto sample devices, head-to-head comparison handout (design-based, not count-based), trial request form
Follow-up: Offer trial kits for difficult-stick patients
Channel 2: LinkedIn Sales Navigator
Setup: Sales Navigator Professional ($99/month). Lead filters: "Vascular Access", "Interventional Radiology", "Chief Nursing Officer". Geography: top 30 CMS markets. Seniority: Director+.
InMail template:
Subject: [Hospital] Midline Safety Data
Hi [Name],
I noticed [Hospital] is in one of the top 10 vascular access markets by CMS volume. Are you tracking midline complication rates by device model?
BD's PowerGlide Pro shows a 77% injury rate in FDA MAUDE data (n=26 events) with a 90% mechanical failure pattern. Stiletto eliminates the guidewire mechanism that drives those failures.
Would a 15-minute data review be valuable?
Expected: 40-50% open rate, 5-8% reply rate, 30% meeting conversion. At 20-30 InMails/week = 1-2 meetings/week.
Channel 3: Doximity Sponsored Content
Target: Interventional Radiologists, Hospitalists, Oncologists in top 10 CMS markets
Ad headlines:
- "Midline Catheters: The Guidewire Problem You Didn't Know Existed"
- "PowerGlide Pro: 77% Injury Rate in FDA Data. Is There a Better Design?"
Landing page: Hook with injury rate data, show failure pattern analysis, explain SlipStream, CTA for hospital-specific data report via ScanPath.
Budget: $5K-10K/month. Expect 200-300 landing page visits, 20-30 data requests.
Channel 4: Medical Conferences
| Conference | Audience | Strategy |
|---|---|---|
| AVA (Association for Vascular Access) | Vascular access nurses | Booth + live data demo |
| INS (Infusion Nurses Society) | Infusion nurses | Educational session + device trial |
| ASCO (Clinical Oncology) | Oncologists | Oncology-focused messaging |
| ASHRM (Risk Management) | Risk managers | Liability angle |
Booth strategy: Live ScanPath dashboard demo, "look up your device category" interactive, SlipStream hands-on demonstration, trial kit sign-up.
Expected: 50-100 qualified leads per conference, 10-15 trial accounts.
Using ScanPath in Sales Conversations
The ScanPath platform is part of the value proposition. It demonstrates data sophistication and gives prospects a tool they can use themselves.
In a meeting:
- Pull up ScanPath dashboard (or run a live query)
- Show the prospect their device category's injury rates
- Let them explore failure patterns in their specialty
- Offer ongoing monitoring: "We can alert you when new events match your facility"
Key messages:
- "This isn't a one-time report. ScanPath monitors FDA data continuously."
- "You can query any device category, not just midlines."
- "We'll send you alerts when new safety signals appear in your specialty."
Why this matters: It shifts the conversation from "buy our device" to "here's an intelligence platform that happens to show our device is better designed." The data sells the device.
AI-Powered Outreach
LLM-Generated Personalized Emails
Input: Hospital name (CMS), annual procedure volume, regional MAUDE data, VAD name (ZoomInfo/LinkedIn)
Workflow:
- Export CMS top 500 hospitals
- Enrich with ZoomInfo contact data
- For each hospital: generate personalized email using LLM with specific data points
- Human review (5-10 min per 50 emails)
- Send via Instantly.ai or HubSpot
Volume: 100+ personalized emails/day. Cost: ~$0.50 per 100 emails (LLM API), $0.10/email deliverability.
Expected: 30-40% open rate, 3-5% reply rate, 25% meeting conversion.
AI SDR Workflow
Tool stack: Clay.com (data enrichment) + Instantly.ai (deliverability) + Claude API (generation + reply categorization)
- Lead list -- Import LinkedIn Sales Navigator CSV, enrich with CMS data
- Email generation -- Personalized per hospital with injury rate data and failure patterns
- Send campaign -- 50-100/day per domain, A/B test subject lines
- Reply categorization -- Interested (notify rep), Not now (3-month follow-up), Objection (draft response from battle cards), Out of office (retry)
- Objection handling -- LLM pulls response from battle cards, drafts reply for human review
Expected: 2-3 meetings/week from a 500-contact campaign. 20 hours/week saved vs manual prospecting.
Automated MAUDE Alert System
Weekly ClickHouse query for new events in the midline/PICC category. When an event matches a target account's region or device, generate and send a personalized alert within 24 hours.
Advantage: Real-time relevance. Shows you're monitoring their safety landscape.
Expected volume: 2-5 triggered emails/month. Response rate: 15-25% (high relevance).
Entry Strategies by Market
Houston (#1, 6,315 procedures/year)
Primary: MD Anderson (oncology volume). Secondary: Memorial Hermann (17 hospitals).
Tactic: Lead with oncology safety data -- immunocompromised patients can't afford catheter complications.
Timeline: 6-9 months to trial, 12-18 months to contract.
Baltimore (#2, 5,639 procedures/year)
Primary: Johns Hopkins (academic influence). Secondary: Dialysis Access Services.
Tactic: Academic buyers want data -- offer to co-author case series if they trial.
Timeline: 3-6 months to trial, 9-12 months to contract.
New York (#3, 5,167 procedures/year)
Primary: Memorial Sloan Kettering (oncology). Secondary: NYU Langone (academic).
Tactic: Oncology focus, emphasize guidewire-free design for high-acuity patients.
Timeline: 9-12 months (competitive market, longer sales cycle).
Philadelphia (#5, 4,474 procedures/year)
Primary: Penn Medicine (academic, large system). Secondary: Jefferson.
Tactic: System-wide ROI analysis, show complication cost x annual volume.
Timeline: 6-12 months (VAC approval process), 12-18 months to full adoption.
Boston (#9, 4,055 procedures/year)
Primary: Dana-Farber (oncology). Secondary: Mass General.
Tactic: New England academic buyers -- data-driven, quality-focused, slower decisions but loyal once convinced.
Timeline: 12-18 months (deliberate evaluation process).
Sales Playbook Timeline
Week 1-2 (New territory):
- Export top 100 hospitals from CMS data
- Enrich with ZoomInfo contacts
- Set up LinkedIn Sales Navigator filters
- Launch AI-generated email campaign (50 contacts)
Week 3-4:
- Follow up on email replies
- Book 3-5 discovery calls
- Attend local AVA chapter meeting
- Launch second email wave (50 contacts)
Month 2:
- Present to first Value Analysis Committee
- Deliver trial kits to 2-3 interested accounts
- Launch Doximity ads in territory
- Continue LinkedIn outreach
Month 3:
- Check in on trial accounts
- Present results to VAC for contract approval
- Expand to tier 2 accounts
- Refine messaging based on objections
Quarter 2:
- First contracts signed
- Reference calls with early adopters
- Scale to tier 2/3 accounts
- Launch MAUDE alert system for proactive outreach
Success Metrics
| Metric | Target | Measurement |
|---|---|---|
| Outreach volume | 100 personalized contacts/month | Clay.com dashboard |
| Meeting booked rate | 5% of outreach | CRM pipeline |
| Trial conversion | 30% of meetings | Trial kit tracking |
| Contract conversion | 10% of trials | CRM closed-won |
| Sales cycle | 6-12 months | CRM analytics |
| Average deal size | $100K/year | Contract value |
| Quota attainment | $1.2M-2.4M/year/rep | Revenue reporting |
Sales Tech Stack
| Tool | Purpose | Monthly Cost |
|---|---|---|
| Salesforce | CRM, pipeline tracking | $150/user |
| LinkedIn Sales Navigator | Prospecting, InMail | $99/user |
| ZoomInfo | Contact enrichment | $250/user |
| Instantly.ai | Email deliverability | $97 |
| Clay.com | Data enrichment, automation | $349 |
| Claude API | Email generation, objection handling | $50 |
Total: ~$1,000/rep/month
Expected return: 2-3 meetings/week x 50 weeks = 100-150 meetings/year. 10-15% close rate = 10-20 new accounts/year/rep. Account value $50K-500K annually. ROI: 5x-50x on tech stack investment.
Data: CMS Medicare 2022 procedure volumes. Market sizing from industry reports. Sales metrics from medical device benchmarks.