Reaching Malaysian and Indonesian hospital groups account by account, without relying on distributors
Distributors decide which hospitals hear about the product. A researched account set and a mapped route into each group give the company access of its own.
- Challenge
Distributors control access, and the company has no local network or reference sites.
- Approach
Select priority hospital groups, research regulation and buyers, map a route into each.
- Result
First meetings requested through each account's own mapped route.
The situation
A healthcare technology company with strong home references usually arrives in Malaysia and Indonesia as a stranger. Private hospital groups there buy through trusted relationships, and each market adds its own rules: medical-device registration for qualifying clinical software in Malaysia, connection to the health ministry's SATUSEHAT platform in Indonesia. Group CEOs and CIOs rarely answer unknown vendors, so the company leans on distributors who choose which accounts hear about it, while incumbents hold their place.
The question that mattered
Which hospital groups come first, and how can the company reach their leaders without handing access to a distributor?
What we did
- 1
Build the account set from public evidence
Map hospital groups and diagnostic networks in both countries, then score each on fit, digital maturity, expansion plans and open tenders. Analysts validate the priority tier.
- 2
Research the local buying context
In each priority account, identify the CEO, COO, CIO and procurement head, incumbent systems, the regulatory step that applies and partners the group already trusts.
- 3
Map a route to each senior leader
Choose each account's way in: a mutual connection, an introduction from a partner the group already uses, or a meeting at the regional health-technology show. Name a distributor only where it holds the relationship.
- 4
Sequence social, partner and event touchpoints
Run localised briefs, social engagement, invitations and personalised outreach in order, so leaders know the company before any meeting request.
What we delivered
The evidence and working documents the team kept.
- Analyst-validated priority account list for both markets
- Account dossiers: decision-makers, incumbent systems, regulatory step and trusted partners
- Route map per priority account, with any distributor's role stated
- Localised briefs on SATUSEHAT integration and Malaysian device registration
- Touchpoint calendar across social, the regional show, partners and outreach
The outcome
Priority hospital groups
chosen on evidence, not a distributor's contact book
First meetings
sought through each account's mapped route: partner introduction, mutual contact or the show
Distributors
brought in account by account, only where the route map names them
Registration and SATUSEHAT questions
answered before the first visit
Sales leadership now decides, account by account, who makes each introduction, and distributors no longer set which hospital groups the company meets.
What changed in the GTM motion
A fortnightly account review now checks each route, records which introductions led to meetings and moves stalled accounts to their next route. The dossier and route-map formats are ready for the next Southeast Asian market.
Services in this programme
Case studies
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