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Doctor Lead List and Outreach Process

Doctor Lead List and Outreach Process

Assigned To: Sarah Dungan, Dan Tietz, Jessica Myers, Trent Scipio, Carly Cavagnoli, Sam Gilkey

Category: Clinical Partner Life Cycle, School Life Cycle

Department: Business Development, Compliance

SOP Rule: Trigger

Status: Approved by CEO and Implemented

Purpose

This SOP outlines the process for lead generation, qualification, and outreach to establish partnerships with medical and dental offices for student clinical training.

Scope

Applies to all Business Development activities including lead sourcing, outreach, qualification, site visits, and compliance documentation collection.

Definitions

  • Lead Generation: Identifying and engaging potential partner sites
  • Outreach: Communication via phone, email, or meetings
  • Doctor Lead List: List of potential partner practices
  • Qualifying Questions: Criteria-based questions for DAS and MAS programs

Responsibilities

  • Business Development Associate: Generate leads, conduct outreach, qualify leads, collect documents, maintain CRM records
  • Business Development Director: Oversee strategy, monitor performance, guide team
  • Compliance: Review and approve required documentation

Procedure

Lead Generation

  • Source leads via cold calls, email campaigns, referrals, conferences, and platforms (ZoomInfo, OpenMart)
  • Log all leads in CRM and assign ownership

Lead Qualification

  • Contact leads and introduce Zollege partnership opportunity
  • Ask qualifying questions based on DAS or MAS program requirements
  • Evaluate facility, equipment, and compliance readiness
  • Reschedule if decision-maker is unavailable

Initial Outreach and Call Handling

  • Introduce company and partnership benefits clearly
  • Address objections with structured responses
  • Offer follow-up scheduling and send additional information

Outreach Process

  • Schedule in-person meeting if qualified
  • Conduct site visit and evaluate facilities
  • Discuss logistics including equipment, parking, and space
  • Send follow-up communication after visit

Documentation Collection

  • Collect required documents:
    • Floor plan
    • Fire inspection report (within 1 year)
    • Certificate of Occupancy
  • Submit all documentation to Compliance for review

Qualified Leads

  • Track qualified leads in HubSpot B2B pipeline
  • Coordinate next steps for partnership development

Completion Criteria

  • Lead meets qualification requirements
  • All required documentation collected
  • Lead properly tracked in CRM

Tools and Resources

  • Lead Generation SOP
  • Qualifying Questions (DAS and MAS)
  • Initial Call Script
  • CRM (HubSpot)

Revision History

  • 1st Version: 12/31/24
  • 2nd Version: 07/16/25
  • 3rd Version: TBD