This document discusses account based marketing (ABM) in the surgical ophthalmology industry. It begins by describing traditional sales and marketing approaches as mass approaches with one-size-fits-all thinking. It then introduces ABM as a more intensely focused and customized approach that targets a small set of high-volume hospitals with individualized marketing. Some key benefits of ABM include aligning departments, reducing sales cycles, focusing resources on high-value customers, and increasing revenue per customer. Critical elements include carefully selecting targets, understanding decision-makers, and designing personalized campaigns. Future developments may include enhanced targeting using AI and more customized content delivery through programmatic marketing.

1. Account Based Marketing
in Surgical Ophthalmology
Industry
By
Manikantan Jayaram
Senior Sales & Marketing Manager – Care group Sight Solutions

2. Author’s profile
• Started career as a strategic consultant for healthcare technology &
healthcare services industries
• Over 13 years of experience in B2B space in Brand Marketing, Market
Development, Account Based Marketing, Digital Marketing, Marketing
Communication and institutional sales management
• Worked as Country Manager – Marketing for STAAR Surgical, India
between 2012 and 2019 leading Account Based marketing and Marketing
Communication
• Extensive and authoritative experience in the field of lens based premium
refractive implant market in India
• Currently leads Sales & Marketing efforts of Care Group Sight Solutions LLC
– A leading player in Global Opthalmic supplies industry

3. Traditional Sales & Marketing in
Ophthalmology
• “Mass” approach
• Cookie cutter ideas in Marketing & Lead generation
• “One size fits all” thinking
• Marketing & Sales are not in synchrony
• “Carpet Bombing” of Marketing Communication
• Role of Marketing limited to mostly event planning & creative design
• Role of sales limited mostly to “Field visits”

4. Account Based Marketing (ABM)
• Intensely
Focused/customized
Marketing approach
• Targets large volume
individual hospital or a small
set of medium to large
volume hospitals with
customized marketing for
each one
• New way to cultivate
relationships and deepening
such relationships with
hospital’s Management
• “Land & Expand” – add value
– sell more to identified
hospitals

5. Account based Marketing (ABM)
Never mind which fish
you catch as long as you
catch
Very particular about
which fish to catch

6. Inbound vs ABM
Identify target
hospitals/Surgeons
Engage them with
personalized campaigns
Build lasting relationships leading to
new opportunities
Approach all possible
hospitals/surgeons
Engage with as
many as possible on
various platforms
Identify target
hospitals/Surgeons
Traditional Marketing approach in
Ophthalmic industry
ABM approach in Ophthalmic
industry

7. Why ABM
• Challenging times. Especially COVID 19
has changed they way businesses are to
be conducted
• Resource rationalization & travelling
rationalization
• <5% of new prospects convert to
business
• Almost 60% of revenue is from about
20% of hospitals
• High ROI (84% of B2B marketers agree!)

8. Advantages of ABM
• Syncs Management, Marketing, Sales,
Finance, Clinical support & Services teams
to plan, target, sell and develop
relationship with hospitals
• Creates alignment of various departments
within organization
• Creates/identifies new metrics to measure
success
• Reduces sales cycle time/Conversion time
• Specific focus with excellent customer
service with lead to exponential growth
• Better “Waste” management

9. Critical elements of ABM
• Starts from better selection of target
hospitals/surgeons
• Identify different decision makers in each hospital
and their aspirations/priorities
• Identify the hospital’s target audience, their profile
and their behavior to tailor your offering and
messaging
• Design different modes of campaign to convey your
messaging to the target hospitals – Ex. Focused
meetings & Offsite meetings with exclusive & select
small group
• Create opportunities for new format (apart from
symposium or traditional paper presentations) of
interactions with target surgeons during
conferences/CMEs

10. Key success factors in ABM
• Create & deliver target specific marcom for
your customers’ customers
• Invest in your customers’ success to reap
rich dividends on the long run
• Better rearrangement of existing customer
data opens up new opportunities
• Better homework on identified targets
yields great results
• Fail fast and move on (In case…)
• Know when to stop pursuing

11. Benefits of ABM
• Rational use of marketing budget
• Rational use of time and personnel
• Strategic approach to sales
• Strategic deployment of sales & marketing
executives
• Increased revenue yield per
customer/hospital
• Hence better ROI
• Lean and agile process

12. Future of ABM
• Better targeting with new AI powered software
• Better marcom content delivery through programmatic marketing