Clarity Informatics case study: £4m pipeline and 400% ROI in NHS primary care
durhamlane generated 215 sales-qualified opportunities and more than £4 million in pipeline for Clarity Informatics’ launch of TeamNet into NHS primary care. That’s a 400% return on investment over a four-year partnership, averaging one qualified opportunity for every four days worked.
Clarity Informatics is a healthcare technology service for primary care. They provide appraisal and revalidation toolkits and practice management software, and author the NICE Clinical Knowledge Summaries (CKS) guidelines.
Clarity Informatics had launched TeamNet, a new product aimed at the NHS, and needed a go-to-market partner to help them rapidly build market share.
The targets — GP practices, federations and Clinical Commissioning Groups (CCGs) — are notoriously difficult to get in front of, especially given the political and economic pressures on primary care. Clarity’s ambition to scale quickly posed a serious challenge: high-volume outreach into a market that has no time for salespeople.
‘Selling at a Higher Level’ is durhamlane’s sales methodology. Our approach is to engage senior decision makers in conversations about their business outcomes rather than product features, so opportunities are qualified based on real need and reach the people with authority to buy. It has a proven track record of helping customers penetrate new markets and win share quickly.
Applying it across NHS primary care, durhamlane identified the relevant decision makers in each organisation, generated and nurtured new opportunities, and set up meetings and product demonstrations, so the Clarity team could focus on what they do best: showcasing TeamNet to interested potential buyers.
Over the partnership, we also trained a sales graduate for Clarity across six months, delivering long-term capability as well as pipeline.
“I would recommend durhamlane because of the quality of service they put in, specifically how much time they invest into understanding the products and services that we are selling.”
Tim Sewart
Chief Executive Officer, Clarity Informatics
The outcome: 215 opportunities and 400% ROI across 4 years
215
sales-qualified leads (SQL)
£4m+
pipeline generated
400%
return on investment
1
qualified opportunity per 4 days worked
£26,000
average deal value
Across 40 months, the TeamNet project generated 215 sales-qualified opportunities and more than £4 million in pipeline across NHS organisations, delivering a 400% ROI on closed-won business based on first order value, with an average deal worth £26,000, won one conversation at a time in the hardest market in healthcare.
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