Medyc - stable outbound in healthcare without an in-house SDR team
Medyc, a Polish SaaS provider for medical facilities, moved from inbound-only sales to 160+ qualified leads in 6 months and ~20 booked demos per month - without building an internal sales team.
Who they are.
Medyc is a Polish SaaS provider for medical facilities, on the market for over 8 years. Today their platform is used by more than 4,000 specialists across Poland - doctors, physiotherapists, dentists and other professionals running their own practices or working in clinics. The Medyc team consistently develops the product around real industry needs, and their sales effort has historically relied on a combination of Google Ads, SEO and networking.
As the business scaled, the need emerged for an additional, proactive client acquisition channel - one that wouldn't burden the sales team already focused on key-account management and inbound lead handling.
What was in the way.
Medyc's sales relied on Google Ads, networking and SEO. Cold calling was done by the sales team itself, but their calendars were filled with key-account management and inbound lead handling. Active outbound to new facilities simply had no one to run it at the scale the growth strategy required.
Clinic and practice owners are often doctors themselves - busy, hard to reach through standard channels, and with limited bandwidth for conversations with vendors. Standard databases like LinkedIn don't carry the data needed for precise targeting: who's the owner, what's the facility's profile, whether they're at an expansion stage. On top of that, many sources only exposed general facility emails and phone numbers - front desk, info@ - making it that much harder to reach actual decision-makers. Without new data sources, effective persona-based communication was practically impossible.
Dentist, physiotherapist, primary care doctor, aesthetic clinic - each of these segments has different operational pain points, different buying processes and different readiness signals. A unified message had no chance of working across all of them. We needed an approach that tested many configurations of segments, pain points and outreach channels - and consistently distilled the learnings into what actually works.
How we approached this market.
Hypothesis-driven pilot
Instead of pushing a single hypothesis, we set up the pilot as a controlled experiment - on the assumption that campaign data (reply rate, conversation quality, path to demo) would decide what we'd scale.
We ran over 40 separate tests covering data source, personas, pain points, value propositions, personalization formats and targeting signals.
Each test carried a specific hypothesis and a measurable success criterion. We pulled conclusions not from individual replies, but from statistically meaningful samples.
Sources & database segmentation
LinkedIn and KRS as first stops - delivered relatively few contacts matching our targeting criteria. The medical industry is, in this respect, unfriendly to standard B2B databases.
Google Maps and specialized medical registries turned out to be significantly deeper sources - they allowed precise segmentation by facility type, location, operational maturity and external signals (e.g. patient review count and tone).
Per source, we tested different contact personas: facility owner, clinic manager, front desk. Operating rule: if we don't have a direct line to the owner, we go through the front desk - with appropriately tailored messaging - because we care about full market coverage, not just the easy leads.
Pain mapping & message tailoring
Pain point map per facility type - separate diagnoses for dental, physiotherapy, primary care and aesthetic clinics. Each specialization has its own list of real operational problems that a unified message would never have surfaced.
Targeting signals built into the databases: newly opened facilities (early buying-cycle stage for the system), facilities with large review counts (greater scale = more complex operational processes), changes at the managerial level (a natural buying moment).
Messages built around questions diagnosing a specific problem, with a minimal CTA (consent to a conversation, not a demo pitch). Communication designed as the start of a conversation, not as a sales offer.
Scaling what works
After the test phase, we condensed the configuration consistently generating the highest reply rate and demo conversion: specific database + targeting signal + pain point + value proposition + persona.
The campaign entered a stable state - predictable weekly lead flow and a regular demo schedule for Medyc's sales team.
The working setup isn't closed - every month we add 1-2 new tests on the side of the main campaign to maintain a continuous learning curve and stay ahead of natural content fatigue.
Outcomes, in numbers.
Average reply rate after pilot optimisation across active sequences.
Steady flow once the pilot found the working combination.
Qualified leads delivered over the first 6 months of regular collaboration.
Average monthly booked demos converted from the lead flow.
The channel we built for Medyc now carries a broad cross-section of the Polish medical market - from single practices, through mid-sized facilities, to larger networks. We didn't narrow the targeting to one segment; we deliberately serve the full spectrum, because each of these groups has a real problem Medyc fits.
The most visible shift on the client side is the nature of the sales team's work. Previously, the reps had to combine key-account management and inbound lead handling with active cold calling - calendars were full and outbound naturally fell to the bottom of the priority list. Today sales receives a steady, predictable flow of leads and focuses on converting them, rather than sourcing from scratch.
The channel also covers the part of the market inbound wouldn't catch - decision-makers who aren't actively looking for a solution yet, but will be growing into that decision in the coming months. That meaningfully extends Medyc's total sales reach beyond the natural marketing funnel.
A stable outbound sales channel without having to build an SDR team - Medyc's sales reps now work on ready, anchored leads instead of sourcing them from scratch.
A pilot built on 40+ experiments let us find a repeatable combination: the right database + signal + persona + content. The campaign now generates a steady stream of 4-7 leads per week and ~20 demos per month - for a Medyc team that today focuses on conversion rather than sourcing clients from scratch.
What we took away.
Three principles this project rested on, which we translate into other engagements in demanding industries.
Test, test, test - the only path to the golden method
Dozens of experiments across databases, data sources, pain points, targeting signals, value propositions and call-to-actions were the precondition for finding the combination that actually converts. A single hypothesis would never have caught it - only disciplined testing surfaced what really works.
Market coverage beats convenience of reach
When we don't have a direct line to the owner, we go through the front desk - with tailored messaging. That approach let us cover the full scope of the market, not just the most easily accessible slice.
A heterogeneous market needs a segmented message
Dental, physiotherapy, primary care, aesthetic - each specialization operates on different pain points, different decision processes and different readiness signals. A unified message to 'the medical industry' has no chance of working; segmentation per facility profile was a precondition for effectiveness.
A data-driven pilot, testing discipline, and consistent distillation of learnings into what works - that's the pattern we scale into other lead-gen projects in demanding industries.
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