GuideStar: Making Headway in a Niche Healthcare Market

GuideStar, a niche healthcare services company, replaced time-consuming in-house cold calling with JMS Elite. Our team learned their specialized language quickly, established credibility with hard-to-reach research groups, and delivered qualified prospects that converted into long-term business — freeing internal staff to focus on marketing and strategy.

Outsourced business development program for a specialized healthcare audience

Results

• Long-Term — business won from JMS Elite-qualified prospects
• 2 FTEs — of internal calling effort redeployed to marketing and strategy
• Fast Ramp — team learned niche healthcare language quickly

The Challenge

• Cold calls were being made internally by two employees and consumed enormous time for limited return.
• GuideStar's prospects are difficult to identify and even harder to engage in meaningful discussion.
• Each research group had different needs, requiring genuine subject-matter fluency rather than a script.

Our Approach

• A dedicated team of experienced business development professionals assigned to the program.
• Rapid immersion in GuideStar's specific language and sub-language within the healthcare research space.
• Peer-to-peer phone conversations that qualified top prospects and moved them along the sales cycle.
• Internal restructuring support — lifting the calling responsibility off in-house staff entirely.

The Results

• Prior deep healthcare experience allowed the team to establish credibility with prospects immediately.
• Meaningful interactions, qualified leads, and scheduled appointments handed off to the GuideStar sales team.
• Leads converted into tangible long-term business for the organization.
• The investment paid for itself while internal resources shifted to marketing and strategy.

In the Client's Words

"The team at JMS Elite was quick to understand our very specific market. Their knowledge of our industry builds credit with those they are calling." — Shirley Trainor-Thomas, GuideStar

"We measure success by the number of qualified prospects that are handed off to our sales team for meetings and the quality of those prospects. The quality of the leads we have received through JMS Elite are very good and we have been able to turn these opportunities into tangible long-term business for our organization." — Shirley Trainor-Thomas, GuideStar