The CMO you’ve been trying to reach. The VP of Revenue Cycle. The compliance officer who signs off on new vendors. The medical director at the health plan. They’re all there.
The big question is this: How do you get their attention?
I recently had the chance to interview Lia Bliss for an upcoming episode of Let’s Chat Health Tech. Lia is one of the leading LinkedIn experts in the B2B space, and she works with sales teams across industries… including health tech and healthcare. Her clients see connection acceptance rates of 86% or higher and profile visibility increases of 800% or more.
I started into our chat thinking I knew enough about LinkedIn. I’d miscalculated.
Here are four actionable takeaways she outlined that I think every health tech seller needs to seriously consider:
1. Reposting is almost worthless. Original content is not.
When your company’s marketing team puts out a post and asks the sales team to repost it, here’s what actually happens: the company page post reaches about 2% of followers. Every time someone reposts it, it reaches 1% of that person’s network. It turns out that LinkedIn runs a de-duplication algorithm in the background specifically to prevent the same content from flooding everyone’s feed.
So that company-wide repost campaign? Nearly invisible… and pointless.
Here’s what does work: take the concept from marketing and write your own post in your own voice. That original post will reach five times more people than a repost. In health tech, where you’re trying to build credibility with clinical and operational buyers who are constantly pitched, showing up with your own point of view matters even more.
2. Commenting is the most powerful thing you can do. And almost nobody does it right.
Lia told me that a comment reaches up to 30% of your network. A repost reaches 1%. That’s not a typo.
More importantly, commenting lets you engage directly with the exact person you’re trying to build a relationship with. If a Chief Medical Officer at a regional health system posts about physician burnout and you weigh in with a thoughtful, specific observation about what you’re seeing in the market — that’s a touch point. (Note: it needs to be thoughtful, useful, specific.) That’s the beginning of a conversation. That’s relationship-building without a cold call.
Lia’s prescription: three meaningful comments per day, five days a week, focused on your actual prospects and customers. Her clients see between 200% and 800% growth in profile views just from doing that consistently. (This is totally doable, and eliminates the need for mindless scrolling, actually saving you time.)
Think about what that means in health tech. You can’t be at every HIMSS session or HFMA chapter meeting. But LinkedIn is open every day, and the people you want to meet are posting.
3. Build your Hot 100 and use Sales Navigator to work it.
Here’s the system Lia trains her clients on. Identify 100 people: current customers you want to keep, channel partners you want to develop, and prospects you want to close. That’s your Hot 100.
Add them to a lead list in Sales Navigator. From the Sales Navigator home page, you can pull a custom feed that shows only the activity of those 100 people. You don’t have to scroll through your entire LinkedIn feed or remember to check in on them. They’re all in one place, ready for you to comment.
She also walked me through saved searches in Sales Navigator: 1) define your ideal client profile (say, VP of Clinical Operations at a hospital with 300+ beds in the Mid-Atlantic), 2) save the criteria, and 3) LinkedIn emails you every week with new people who now match: new hires, promotions, job changers. Your prospecting list updates itself.
For health tech sellers targeting a specific buyer persona (e.g., hospital compliance officers, health plan medical directors, revenue cycle leaders), this is exactly the kind of targeted discipline that results in legit engagement and a more robust pipeline.
4. Every post needs to answer two questions. Most don’t answer either.
Lia’s test for any LinkedIn post is simple. Before you hit publish, ask yourself: who am I talking to, and why do they care? (Incidentally, this is Sales 101 stuff… but always worth reinforcing.)
If you can’t answer both, the post fails.
“Thrilled to announce we’ve been named a Top 10 Health IT Company…” Who is that for? Why does a busy VP of Operations care?
A post that says “I spent last week helping a billing team at a community hospital figure out why their sepsis DRG capture rate was 20 points below benchmark… Here’s what we found and what fixed it” answers both questions immediately. It tells compliance and revenue cycle leaders exactly who this is for and exactly why they should keep reading… and then reach out.
Here’s the best part! You don’t need to post every day. Lia says one to two times per week is enough… as long as you’re commenting ten times more than you’re posting.
