Williams Bros. is an independent, family-owned pharmacy, and serves the health of individuals and communities in Indiana, Illinois and Kentucky. From long-term care and compounding pharmacy services to respiratory and infusion therapy as well as safe home modifications and home medical equipment, Williams Bros. provides all pharmacy and medical needs. Scott Sell, Director of Business Development at Williams Bros., shares his experiences leveraging Trella Health’s Marketscape Insights to grow their business.
Customer Spotlight
Can you explain more about your role at Williams Bros.?
“I’m the director of business development. I oversee our HME sales team and our corporate advertising and marketing. I put together our entire marketing strategy for the company but then I also support new service creation. Anything that relates to growing the company really falls to me.”
What made you move forward with purchasing Trella’s Marketscape Insights data solution?
“We needed to quit cold calling. We knew this market data was out there. We needed a tool that was robust, something that was timely, interactive, and cost efficient. We found Trella and really wanted to take a data-driven approach to how we quantify leads and understand the competition more. Now, we make more informed calls leveraging Trella’s data. We knew Trella was going to be a big value add to our sales team.”
What does your team find the most valuable in the solution?
“Qualifying the leads has been extremely valuable. For example, I can see one of our reps made 12 sales calls to Dr. John who has a 10 decile ranking which is perfect – those are the types of physicians we should be calling on. Or we glean some insights by seeing a physician has a ranking of 10, but has a hospital-owned DME or DME contract that they have to refer to, so we cross them off the list. Trella helps us qualify the leads based off of their prescribing habits, and also being able to see insight into who they’re sending that business to has been really helpful.”
How has Trella assisted in your growth?
“We have two new Williams Bros. locations and Trella’s been a big part of that. Outside of the actual prospects that we’ve been able to qualify, we’ve opened two new locations and we’ve built our entire sales strategy around understanding the prescribing volume in those areas. We’re using Trella to determine our go-to-market strategy for the accounts that we want to target. That has been a huge value add. Trella made the go-to-market strategy way more efficient because I can just go in there, qualify the leads, filter out those who have their own DME,
and then it’s off to the races. It’s been really helpful from the physical new location’s standpoint.”
“Additionally, identifying the secondary and tertiary accounts has greatly assisted in our growth. Especially if we think about respiratory for example. Everybody’s calling on the pulmonology offices, but who are those secondary accounts who are still sending respiratory orders that we don’t always think of as tier one accounts? Discovering new accounts that we should be calling on that maybe we haven’t before has been a great benefit.”
What has been the biggest impact to your business since leveraging Trella’s market data?
“Last year we started selling CGMs again and we built that entire strategy off of the Trella data. We can see who is sending CGMs specifically to medical payers. We can qualify these leads based on the medical data. We can see Dr. Smith is sending to the medical benefit. That has been helpful as we’ve either launched new categories like CGMs or we’ve onboarded new reps. For the new reps, it really takes the guesswork out of where they should go. We’ve had a lot of growth in the team. With Trella, I can essentially hand them a playbook with their territory and top accounts so they know where to start. They immediately have qualified leads identified. I think that’s the biggest value add we’ve seen is that we know where to go and then the team has to execute on their relationships to be able to drive their referrals to us.
We don’t just want to be driving around aimlessly, we want to have intention behind what we do. Trella helps us give the team structure and process to selling.”
How much time do you think Trella saves your team?
“A ton. Because they’re not just driving around looking for the next endocrinology office. They’re not looking for the next internal medicine office. It’s been helpful to identify the accounts, qualify where they’re at and then go prospect them. It’s a nice tool to hand to somebody when they get going and say, here you go. I can’t execute for you, but I can give you everything you need to execute.”
What would you say has been the biggest difference in your team since using Trella?
“It gives them confidence. It also gives them the knowledge to say “I know he’s writing. I know she’s writing. I know this office has this potential amount of volume there.” Day to day, it just gives them confidence to know that they’re in the right office.
From a leadership standpoint, it allows me and my VP of operations to look at new markets and see where it would make sense for us to pursue. It’s been helpful from a strategy standpoint, from the leadership perspective, to have this data to say what is next? How do we use the data available to us to make informed decisions about where we could go next?”
Have you found any surprising findings in your market with the data?
“We have some super referral sources that we had the perception that we’re getting 90 to 100 percent of their business. But then when you look at the market data, we see we’re only getting half or two thirds. It’s made us realize that we’re really good with some referral sources, but we could be even better with those same referral sources. So instead of trying to prospect somebody who’s never sent us one, what if we can get another 10 percent from somebody who’s already sending us a bulk of their business?”
How will Trella continue to support your growth goals?
“The suite of services Trella offers is very valuable for a company like us. We have the DME side, we have an infusion arm, we have a long-term care arm. Trella has the data that we would need for all three of those divisions.”
Trella is thrilled to have Williams Bros. as a trusted and valued partner who supports our mission towards smarter growth and healthier outcomes.
To learn more about Williams Bros., visit their website here.
