Sectors
Outsourced SDRs for healthcare and the NHS.
Selling into NHS primary care means selling to three different buyers who share one patient: the practice, the primary care network and the integrated care board. We have run it, at national scale, for an autonomous triage platform. What is different, and what it took.
Healthcare is a market where the person who feels the problem, the person who owns the budget and the person who sets the policy are three different people at three different levels. Outbound that treats it as one buyer talks to the wrong person in the wrong words. Outbound that learns the structure first books meetings at all three.
What is different about this market
- Three layers. The GP practice lives with the problem day to day; the primary care network decides what its practices share; the integrated care board sets the direction and holds the larger budget. Each needs a different opening line and a different proof point.
- Clinical time is the currency. A pitch about software is deleted; a conversation about the hours that come back to clinical staff is had.
- Practice managers answer between surgeries. Timing is not a detail; it is the difference between a conversation and a voicemail.
- Trust is borrowed. A meeting at a practice is easier to get when a neighbouring practice, or the PCN above both, is already in the conversation.
What running it taught us
For GP Triage, an autonomous AI triage platform, we took the proposition into NHS primary care and learned the three-layer buying structure as we went - the script was written after the market had been listened to, not before. The engagement built a national pipeline worth more than £11.4m across practice, PCN and ICB, with an average of fifteen qualified decision-maker meetings a month, and the organisations in that pipeline represent more than 4.5 million patients. The client’s own words are on the case study.
Who gets called
Practice managers and GP partners at the practice; clinical directors and digital leads at the PCN; digital transformation and primary care leads at the ICB. The board is built by what each organisation is doing - a merger, a new PCN contract, a digital-first commitment, a vacancy - not by a list of every practice in England.
If you are a healthtech company selling into practices and PCNs, the practical version - which buyer your price points to, what they ask first and when they answer - is appointment setting for healthtech selling to GP practices.
Do you understand NHS procurement?
Enough to know that the first meeting is rarely with procurement. The work is getting the clinical and operational conversation first, at the right layer, so that when procurement is involved there is already a sponsor.
Can you sell to secondary care, or to private healthcare?
The method is the same - learn the buying structure before writing the script - and the layers are different. Bring the market and we will say honestly whether we have the references for it.
How quickly can you start?
Around three weeks from the brief to the first call, the same as any market. The board takes the first week; healthcare boards take a little longer to get right and are worth it.
The other markets we have sold into: B2B software and SaaS, technology firms and Microsoft partners, finance software, deep tech selling to enterprise, agencies and estate agents. All of them are on the sectors page.
Selling into primary care? Talk to someone who has.
Fifteen minutes on which of the three buyers to start with, and what the board would look like.
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