Medidesk - onboarding and first outbound results in the holiday season
Medidesk provides a patient-intake system and marketing analytics tools for medical facilities - used by more than 700 facilities across Poland. The task was to build and rapidly test an outbound channel in the hardest window of the year. The first message went out in late June, and over the following 5 weeks we handed over 16 leads confirmed and qualified by Medidesk's own team.
Who they are.
Medidesk provides medical facilities with a patient-intake system and marketing analytics tools. It fixes what most often breaks inside a facility - answering the phone, booking appointments, and following up with the patient who called and never got through - while showing the owner where patients actually come from. More than 700 facilities across Poland use it today.
The brief was plain - build an outbound channel and test it fast, so the channel could prove itself while still in the test phase.
What was in the way.
In most facilities the only public contact is the front-desk address. Offers from every vendor in the industry land there, so the default reflex of whoever opens it is to delete. Everyone writes the same thing, in the same week, and none of it means anything to the person on the other side.
Campaigns launched in late June, so the entire first measurement fell in July. During the holiday season some decision-makers are away, replies come back slower, and follow-ups land in an empty inbox. We deliberately did not push the start to September - precisely because a result achieved in July is harder evidence that the channel works than the same result achieved in October.
A dental practice, a multi-specialty center, an aesthetic clinic and a hospital are four different organizations - different call volumes, different decision processes, a different person opening the message. In a solo practice the doctor answers the phone personally and the product makes no sense for them. Without segmentation, a large share of the campaign would land on recipients who by definition cannot buy.
How we built this channel.
Three weeks of onboarding before the first email went out
We started with an onboarding call that set the outreach strategy and the direction of the copy. Then we went through Medidesk's marketing materials and through their competitors, to know what a facility already hears from everyone else. Only with that picture can you write something that sounds different.
Infrastructure ran in parallel - buying domains, configuring mailboxes and warming them to the target volume. This stage cannot be shortened. A mailbox sending at full volume from day one is the shortest path to the spam folder.
The third track was data and copy - building the databases, verifying them, and preparing and getting the copy approved on the client's side. All three tracks had to finish at the same moment, because a campaign only launches once the slowest one is done.
- 3 weeks of onboarding
- holiday season
The data we write from
RPWDL on its own gives you an entity name, a structure and an address - exactly what every other vendor writing to those same facilities already has. Had we stopped there, our message would have been indistinguishable from the rest of that inbox.
So the registry was only a skeleton, and we layered onto it - Google Maps for the real picture of the facility, business databases (AI Ark) to reach managers and senior roles, CEIDG and KRS for registry data and operating scale.
The data we work with in this industry includes facility type, size, number of specializations and the specific services offered, location, the volume and sentiment of Google reviews, and whether the facility runs paid advertising. It is those signals, not the entity name, that the opening line is built from - which is what makes it read like research.
The order matters here and is usually reversed - the complete picture of the facility first, the copy second. Copy written before the data always ends up universal, which is to say exactly like the ten other vendor emails already sitting in that inbox.
- RPWDL and registries
- proprietary facility databases
Two paths - the front desk and the decision-maker
To the front desk we write about front-desk work - missed calls and patients who never call back. That is the problem of the person opening the message, so they have a reason to pass it on. An earlier campaign in the same industry, written to front desks about advertising budget and profitability, delivered almost nothing - it was not that person's problem.
Decision-makers get a different argument at a different altitude. There the conversation is about what the numbers show - how many enquiries never come back, where revenue leaks, what the ad spend actually returns.
How you approach them is part of the same decision. You need to know what to come to each of these people with, because an accurate diagnosis sent to the wrong recipient lands with someone who has no way to act on it.
- reception and decision-maker
- two routes
Forty-plus variants at once
Segments ran separately - dentistry, aesthetic medicine, multi-specialty facilities, and psychology and psychotherapy. Each got at least five message versions, and because communication ran separately for two services, that adds up to more than forty variants working at the same time.
On top of that came a test of two independent sending platforms on matched campaign pairs - same copy, same persona, different tool. No mailbox ever ran in both, so the comparison stayed clean.
The holiday season changed neither the copy nor the segments. It changed one thing - we lengthened the gaps between messages in a sequence, so the later steps landed before and after someone's time off rather than in the week when nobody is there to read them.
- 40+ variants at once
- per-segment testing
Leads worked immediately on the client's side
An outbound lead has a short shelf life. Someone who replied on Monday is back inside their own week by Thursday, and when the reply came from a facility's generic inbox there often is no second chance to make contact.
Medidesk's team took those conversations on the spot instead of collecting leads and calling through them once a week. From what we see across engagements, that is one of the most strongly differentiating variables in the whole outbound process - with the same campaign and the same database, how fast the sales team responds moves the result more than another version of the copy.
The feedback loop closed on their side too. Every lead we handed over was confirmed and qualified by Medidesk's team, so from the start we knew what actually worked rather than only what looked like a reply.
- handled immediately
- on the client's side
Outcomes, in numbers.
Qualified leads
Within 5 weeks of the first message going out. Each one confirmed and qualified by Medidesk's own team: a decision-maker who expressed interest, meets the purchase criteria and is continuing conversations.
Of sending to result
Counted from the first message sent. Three weeks of onboarding and infrastructure warmup ran separately, before the start.
Variants under test
Four facility types, at least five message versions for each, communication run separately for two services - all in parallel across two sending platforms.
What matters most about these 16 leads is who signed off on them. Medidesk's team ran the qualification on their side, against their own criteria. These are decision-makers who expressed interest in the product, meet the purchase criteria and are continuing conversations. A lead counted by an agency and a lead confirmed by the client are two entirely different numbers.
The second thing is the timing. The first message went out in late June, so the whole five-week measurement fell in July - a month when some decision-makers are away and replies come back slower. A result achieved under those conditions, still in the test phase and before scaling the winning variants, says more about the channel than the same result from peak season.
A broad cross-section of the market moves through the channel - from dental practices, through multi-specialty centers, to larger clinics. We did not narrow to a single segment, because only comparing them against each other showed where Medidesk's product lands hardest.
16 leads confirmed and qualified by the client within 5 weeks of the first message going out - during the holiday season and still in the test phase.
Onboarding closed in three weeks, and the first measurement five weeks after the first message went out, in the middle of the holiday season. The public registry was a starting point, and the edge came from merging it with Google Maps, business databases, CEIDG and KRS into a single picture of each facility. The result: 16 leads confirmed and qualified by Medidesk, before any scaling.
What we took away.
Three principles that came out of this project and that we carry into other hard-to-reach industries.
The data source is table stakes, the edge is in the processing
In any industry, everyone knows the public registries and everyone has already used them. The advantage does not come from access to the source; it comes from how you sort it, what you enrich it with, and which fields end up in the message. The craft is not pulling the database - it is writing the email that brings a lead back.
The problem has to belong to the reader
A message reaches a specific person, not a company. Writing to the front desk about profitability and ad budget describes the owner's problem to someone with no stake in it - and the message goes no further. Same facility, same offer, but with the problem framed from the perspective of the person answering the phone, and replies multiply.
Client response speed is what closes the funnel
An outbound lead does not live long. A client who picks up the conversation the same day extracts visibly more from the same campaign than one who collects leads and calls through them weekly - with an identical database and identical copy. It is one of the most strongly differentiating variables in the whole outbound process, and it is worth setting up on the client's side before the campaign starts.
A market considered hard to reach by email is usually just buried under the same message from everyone at once. You get out of that with data and copy; volume comes last.
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