Ideal customer profile (ICP) example for B2B healthcare companies

Focusing too heavily on targeting high-level decision-makers like CEOs, not fully analyzing the buying committee, sticking to large organizations, or insisting on targeting a specific segment — there are just a few mistakes that limit one’s opportunities to gain a foothold and showcase the value proposition to the right audience.

After developing ICP for 98 B2B healthcare companies, testing different assumptions, and defining what works best based on performance data, we’ve put together a bunch of the best practices based on an ideal customer profile example that can help healthcare businesses like yours connect with the right audience.

ICP example for a patient support AI platform

Company X helps healthcare providers ensure that patients can easily access their appointments and procedures by offering a seamless connection to reliable transportation and interpretation services via a secure and centralized AI-driven platform. With just a few clicks, Company X matches patients with certified non-emergency medical transporters or interpreters tailored to their specific needs for the appointment or procedure.

Before collaboration with Belkins, the company had targeted C-level personnel from large hospitals and clinics.

Initial ICP submitted by our client

Refined ICP example

What the Belkins team changed

First, after thorough research, we added new target markets: long-term care centers and specialty outpatient centers. Also, we shifted from targeting only top-level decision-makers (CEOs) to pursuing individuals in roles like office manager, head nurse, chief nursing staff, and even receptionists. Besides, we decreased company size to target smaller companies as well for easier experimentation before targeting larger enterprises.

What makes this ICP great

• A more effective shift in ICP focus when marketing an AI product for hospitals. This approach targets those who have the time to read emails and transfer them to decision-makers if relevant.
• Testing hypotheses never tested before. In some cases, the outreach even extended to receptionists, who were able to help the client understand the hospital’s needs and potential interests.
• Newly added verticals could have recurring and reliable demand for services. Facilities like long-term care centers and specialty outpatient centers require transportation and interpretation services to ensure that ongoing medical appointments are not missed. These verticals could have recurring and reliable demand for services.
• Including smaller companies. This step allows for easier A/B testing and performance analysis, which can provide valuable insights for refining your ICP before targeting larger enterprises.

Belkins’ step-by-step approach to working on ICP for healthcare clients

Our leads who come for a demo call always get a complimentary ICP analysis, which helps us understand their needs and allows them to get a grasp of our approach. 

1. Completion of the ICP form. We always start by asking clients to complete a brief ICP form to learn their target market and define their ICP down to the last detail. Seeing your total addressable market (TAM) also helps us determine if our partnership makes sense.

1. A complimentary sample of leads. After the ICP form is complete, our researchers collect a complimentary leads sample based on your ICP. 

2. Initial strategic session. After starting a cooperation with our healthcare clients, Belkins’ team uses the information from ICP form submissions to provide recommendations and consult with clients on how their lead generation should function.

3. Analyzing the buying committee. Belkins emphasizes the importance of thoroughly analyzing the buying committee and defining the various roles and titles involved in the decision-making process. This understanding allows for a wider and more strategic outreach strategy that doesn’t solely focus on top executives.

4. Testing different hypotheses and expanding ICP. Our experts advise clients to shift their focus from solely targeting decision-makers to also including influencers and end-users, as these are often the individuals who genuinely care about the product or service. If a client insists on targeting a specific audience, the sources suggest testing that audience and then using the campaign results to adjust the ICP and provide recommendations.

5. Performance-based adjustments: We have adjustable ICP frameworks and focus on fixing performance based on outreach campaign results. This data-driven approach allows for continuous refinement of the target profile.

Our experts will be happy to guide you to look beyond traditional top-level targets and consider a wider range of influential roles within their potential customer base.  Sign up for a call with us today to see how we can work together to enhance your revenue through a well-defined ICP.