Host - Rory Holland - cstmr.com - Linkedin: CSTMR

Interviewed - James Furbush,  AccessOnepay.com - LinkedIn: AccessOne

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In this episode

Rory Holland and James Furbush discuss the evolving landscape of healthcare payments and the role of AccessOne in facilitating financial well-being for patients and healthcare systems. They explore the challenges patients face in understanding healthcare costs, the importance of empathetic payment solutions, and the innovative approaches AccessOne employs to bridge the affordability gap. The discussion also touches on the marketing strategies and sales cycles involved in engaging hospital networks. In this conversation, James Furbush discusses the challenges and strategies of marketing and sales in the healthcare sector, particularly focusing on AccessOne's approach to account-based marketing, content creation, and the importance of aligning sales and marketing efforts. He emphasizes the need for a holistic approach to increase sales velocity and improve lead quality, while also highlighting innovative content marketing strategies like their podcast, RCM Ladder, aimed at engaging their target audience. The discussion concludes with insights into the future direction of AccessOne and the continuous improvement mindset of the team.

Key Takeaways

• AccessOne aims to improve healthcare access through better payment solutions.
• Patients often face financial barriers that prevent them from seeking care.
• Healthcare costs are often opaque, leading to confusion and anxiety for patients.
• AccessOne provides tools to help patients manage their healthcare payments more easily.
• The company focuses on empathetic communication and automation in payment processes.
• Integration with existing healthcare systems is crucial for patient engagement.
• Sales cycles in healthcare can be lengthy and complex due to multiple stakeholders.
• Education is key to helping patients understand their payment options.
• AccessOne's mission is to close the affordability gap in healthcare.
• The patient experience is central to AccessOne's service offerings. Sales teams face significant challenges in complex deals.
• An account-based marketing approach is essential for targeting healthcare systems.
• Providing value through content is key to building relationships.
• Sales velocity can be improved by refining the sales process.
• Marketing must align closely with sales to drive success.
• Quality of leads is a shared responsibility between sales and marketing.
• Effective communication and SLAs enhance collaboration.
• Content marketing can create lasting impressions even when prospects are not ready to buy.
• Innovative content like podcasts can differentiate a brand in a crowded market.
• Continuous improvement is vital for long-term success in business.

Chapters

00:00 Introduction and Background

04:12 Understanding Access One's Mission

12:46 The Challenges of Healthcare Payments

18:32 The Patient Experience with Access One

23:15 Marketing Strategies and Sales Cycles

26:39 Navigating the Complex Sales Landscape

31:22 Strategies for Accelerating Sales Velocity

39:43 Aligning Sales and Marketing for Success

42:43 Innovative Content Marketing Approaches

48:33 Future Directions for Access One