New York Bariatric Group (NYBG)

New York Bariatric Group (NYBG) Case Study

Driving more qualified appointments while working through a backlog of 82,000 inquiries.

Applying B2B Best Practices and Methodology to a B2C Environment

Industry: Healthcare

HQ: New York

Target: NAM 

Company Overview

NYBG is an expert team of bariatric surgeons who provide surgical and non-surgical weight loss procedures.

In 2021 they carried out over 33,000 successful procedures and have been expanding across the United States since 2000.

Their Objective

NYBG approached InsideOut with a backlog of over 82,000 leads that were yet to be effectively processed or qualified. Additionally, they were receiving 60 - 100 daily inbound inquiries. 

The team at NYBG wanted to clear through the backlog of leads to discover genuine appointment opportunities while defining a more effective approach to managing inbound inquiries and ultimately increasing conversion rates.

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InsideOut converted 95% of inbound inquiries into appointments, a figure nearly double the previous conversion rate of 48%.

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Since working with InsideOut, the conversion rate when re-engaging with backlogged inquiries increased to 32.6%, up from the historic conversion rate of 22.5%. 

How We Achieved These Results

Provide Best-in-Class Inbound Resources and Processes

Before addressing the 82,000 backlogged inquiries, we first had to stop this list from continuing to grow. By deploying a team of 12 SDRs, with a best-in-class tech stack and IVR system, InsideOut was able to effectively filter inbound inquiries to the most appropriate seller, protecting the time of NYBG's key sellers while ensuring all inbound inquiries were being processed within one business hour.

This dedicated team had more time to empathize with inbound inquiries, focusing purely on qualification for key sellers as opposed to the operational challenges that come with qualification and then appointment booking. This more focused approach nearly doubled inbound conversion rates to 95%, a figure which previously sat at 48%.

Test & Measure

An interesting challenge for InsideOut was understanding how we could apply B2B best practices to a B2C environment.

The answer was to do what we do best: experiment, test and measure. After building an Outbound Play targeted at re-engaging the backlogged database, we ran 5,400 prospects through the sales cycle to see what we could learn.

The outcome? We discovered that of the seven touch points within our Play, only five were resonating. If a prospect was not engaging with our messaging in the early stages, they were not going to engage in the latter stages.

Armed with this insight, our Play Ops department shortened the Outbound Play, reducing the sales cycle length while condensing the value propositions. This adjustment allowed more prospects to be engaged daily and increased overall conversion rates from 22.5% to 32.6%.

Engaging the B2C mindset

It also became clear that prospects were less engaged midweek between the hours of 9am and 5pm, because this was B2C and they were most likely at work.

As a result, we increased coverage after 5pm and provided Saturday morning coverage, allowing for more conversion opportunity and more empathetic conversations that were not restricted by time.

Contact InsideOut

Whether you’re looking for InsideOut to operate as your entire inside sales team, or if you’re looking to leverage our resources to boost the performance of your inside sales team, contact us to find out more.

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