CASE STUDY - Ada Health
Senior Salespeople Don't Solve Pipeline Problems:
From Stalled Outbound to 14 Pharma Meetings in 10 Weeks
Situation: Health tech company selling into pharma with 4 senior sales leaders, all hired from large established companies largely for their existing relationships. However, pipeline was minimal despite the pedigree.
Problem: The senior leaders were not generating new pipeline because they had no experience building one from scratch and the company was carrying the cost of an expensive commercial org with no deals to work. Outbound was sporadic; one-off emails that were long and feature-heavy. Rolodex conversations were polite but didn't advance deals. There was no systematic process, no dedicated outbound function, and no US brand recognition to drive inbound.
What HBG Did: Deployed a dedicated SDR whose sole job was generating awareness and meetings with the right pharma buyers. Used multi-touch outbound in the customer's own language, focused on their problems not product features. Simplified an over-engineered target account list to focus on pharma companies treating complex, hard-to-diagnose conditions. Shifted messaging from how the product works to the strategic impact it creates.
Results:
14
100%
80%
meetings booked with pharma decision makers in first 10 weeks
of meeting with target ICP leading commercial and brand teams
of qualified pipeline came from HBG-sourced opportunites
Meetings with ICPs included:
Genentech — Digital & Data Partnerships Lead AstraZeneca — Director & Exec Director, Commercial Innovation Novartis — VP & Exec Director, Oncology & Hematology Marketing Takeda — Director, Launch Activation & Global Digital Health Lead AbbVie — VP & Director, Commercial Technology & AI Strategy BridgeBio — SVP, Sales & Marketing CSL — Global Director of Marketing Eisai — Senior Director & Exec Director, Consumer & Site of Care Marketing Moderna — Global Marketing & Commercial Lead Exelixis — Exec Director, Digital Marketing Alexion — VP, Business Unit Lead & Exec Director, Digital Innovation GSK — D2C Omnichannel
Let’s get you in front of your buyer, faster.