How XSOLIS uses Definitive Healthcare intelligence to define the U.S. healthcare landscape
Welcome to Customer Corner, the Definitive Healthcare series that gives you a look into how companies use our platform to grow their business. In today’s episode, we’re joined by Brian Lancaster, vice president of sales operations and strategy for XSOLIS, a platform that analyzes patient data in real-time to help providers assess the anticipated level of care for every patient. The platform can help providers reduce unnecessary hospitalizations, shorten the length of hospital stays, and improve the overall quality of care. Brian talks with Emily about how his company uses healthcare commercial intelligence to understand health systems and hospitals around the country, segment sales territories in days rather than months, and craft go-to-market strategies around core-based statistical areas that have led to significant reductions in lead generation costs. He also explains how our executive contact data supports XSOLIS sales and marketing teams in engaging the right people with the right messaging.
Significant reduction in lead generation costs.
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Hi everyone, and thanks for joining this episode of Customer Corner. This is the Definitive Healthcare series that gives you a look into how companies are using the platform to grow their business. My name's Emily De Oliveira, and I'm a Senior Product Marketing Manager. And on today's episode, I'm joined by Brian Lancaster, VP of Sales Operations and Strategy at XSOLIS. Brian, welcome to the show.
Thanks, Emily. Excited to be with you today.
Can you tell me a little bit about your role in your company?
Absolutely. So as the Vice President of Sales Operations and Strategy, I lead the provider, which is the hospital and health system sales team, and our payer sales team on the go to market strategy, in addition to a lot of the traditional sales operations, analytics, forecasting, quota type functions here. And I have that responsibility for both the sales and the marketing tech stack as well. A little bit about XSOLIS is we have a artificial intelligence and machine learning solution called Cortex, and that helps healthcare organizations transform their utilization management process by connecting the payers and the provider health plans through a shared framework for case reviews.
Well, thanks for that introduction. And so I'm curious, how does XSOLIS help both payers and providers?
Yeah, our artificial intelligence and machine learning solution called Cortex really kinda sits in the middle of the transformation on cutting out the friction between the payers and the providers, and it gets the medical necessity to the patient's status within a hospital.
Well, I can imagine this has a significant financial and operational impact on these organizations.
Yeah, we've shown a great ROI to our customers, and I think it really helps really kind of blend those two worlds of payers and providers together, so I think that's the biggest benefit that we're excited about here.
Oh, that's great. Well, thanks for that background. And so I'd like to dig a little bit deeper into some of the ways that XSOLIS is using Definitive Healthcare. So how is your organization using healthcare commercial intelligence to understand your total addressable market?
Yeah, we really see it in three segments, Emily. The first one is, is we see Definitive Healthcare as the source of truth for defining the universe of all the hospitals and health systems within the country and all the health plans or payers that we address. This includes their whole hierarchy in how they're organized from a parent down to the child organizations. And then the second one that we really use it for is the development and the framework around our market segmentation, and the Definitive Healthcare data has really been the backbone of how we've built our sales territory and territory management methodology. That really depends on the total addressable market model. And we, again, we kind of deploy this out using the Definitive Healthcare as the source of truth. And then the third one is our go to market strategy specifically. We're able to really kind of build that around the CBSA or the core-based statistical areas or the market saturation area, the MSA data that's available. And why we really like that is we can take the concentration of where our customer base is, apply the Definitive Healthcare data around the CBSA, and then come up with the strategy of all the health systems and the payers in that market, because the interesting piece around using CBSAs are that they can go between states. So just running a simple state filter will not capture an entire CBSA. And so that's really where we hit that on our go to market strategy and focus it in on those markets.
That is great that Definitive Healthcare has helped you to better understand your market and kinda refine your segmenting and your targeting as well. And I understand that you also leverage our executive contact information. So how has that been valuable to you?
Yeah, it's really critical to the overall process. So one, understanding the organizations, but then those key executives that we would have as personas to go target is really important, one for our sales team, and two for our marketing team to easily be able to go in on any account within a territory and identify the CEO, the CFO, and then all the way down to the various department level executives that the Definitive Healthcare solution provides us.
Well, I can imagine that having all this executive intelligence in one place is a huge time saver and, you know, helps the sales and the marketing teams to engage the right people with the right messaging.
Yeah, absolutely. When you can generally within one or two clicks get into an account and have that level of data available to you within one view is definitely a time saver. And the part that I like is it actually links back into our CRM systems and/or into other solutions that we use to source leads.
Well, Brian, thank you for sharing a little bit about how you've been using the platform. And so what has the impact been for XSOLIS by using Definitive Healthcare?
Yeah, that quantifiable impact, I would say, with the Definitive Healthcare has probably been measured a couple of different ways for us. One is in our segmentation of the total addressable market. This is really the core to a solid go to market approach. And we were able to do this most recently within just a few days versus, you know, sometimes taking several months. But I would actually say that it's almost impossible to do real detailed market segmentation on a total addressable market without having the Definitive Healthcare data, because your data sources just would never match up, and you would have a really hard time getting to those. And then I would say the second major driver for us is the cost to obtain a lead in kind of going back to the executive contact data. Those are all considered leads that we would want to have in our CRM system and then be able to put some plan around how we're going to message to those individuals. And so the cost to obtain a lead is significantly less in the realtime data that's available in Definitive Healthcare. So that cost is significantly reduced, both in real cost and in work effort to go get those leads identified.
Well, that is some fantastic examples of some of the ROI that you've gotten from Definitive Healthcare. Brian, this has been such a pleasure learning more about XSOLIS, so thank you for joining today and sharing your valuable perspectives.
Yeah, my pleasure. Thank you.
And I also want to thank the audience for watching this episode of Customer Corner. If you'd like to share your story on the show, you can reach out to us at firstname.lastname@example.org, and you can visit our website to learn more about how other companies are using our platform to create commercial success.