Life as a VP of Sales at ClinIntell

What does it take to be a VP of Sales for an innovative severity reporting solution that prides itself on delivering unparalleled value to customers? We spoke with Ryan Woodward CRCR, who joined the ClinIntell team in August 2023 as our first-ever VP of Sales.

Hired for his exceptional ability to engage with and understand customer needs, we knew Ryan would help ClinIntell thrive in its mission to transform physician documentation practices and contribute to reducing healthcare waste.

Can you tell us a little bit about your background?

After going to college on a baseball scholarship, I initially set my sights on a career in the motion picture industry. I worked steadily as a production assistant and transportation coordinator on full-length films and commercials in Knoxville, where I attended school. Moving to Nashville to further my career, I discovered the city was all about technology, especially healthcare technology. I fell in love with both Nashville and my wife, and I was determined to carve out a career in healthcare technology.

What inspired you to pursue a career in sales, and how did you advance to the role of Vice President of Sales?

I was working in second-level tech support for Passport Health when my team was invited to attend part of the yearly sales meetings. Having experience as a marketing director supporting salespeople globally at Nortel Networks, I already had an interest in sales. During the meeting, I realized that my two years of direct customer interaction had given me more product knowledge than many of our sales staff. I understood how the software worked from an administrative standpoint and what our customers loved and hated about it. Standing in the back of that room, I made a five-year plan to become a Regional Vice President of Sales and achieved that goal within three years, becoming one of the top sales performers in the organization.

I worked with some of the largest health systems in the U.S. and held several roles involving national accounts for the nation's largest clearinghouses and insurance eligibility vendors. I have always been driven to educate people and share knowledge to improve processes. In healthcare sales, I apply what I know from working with hundreds of hospitals to help prospects apply that knowledge to their organizations.

What does a typical day look like for you as the Vice President of Sales?

There often is no “typical” day in sales, which is a big part of what I enjoy about the job. Mastering our solution is the most important part of my role, and I dedicate a significant portion of each day to learning how our solution can help various health systems across the U.S. I develop relationships with clinical, revenue cycle, and technology leaders.  Traveling to events and customer sites is also a big part of my job. Surviving on the road without losing my quality of life suits me well, and my endless curiosity about my customers' and prospects' environments keeps me passionate and motivated.

How do you prioritize tasks and manage your workload?

Prioritizing prospecting, continuing education, relationship building, travel, and other tasks is crucial in any sales role. Everything you do today affects outcomes weeks and months down the road, and what you don't do today can impact your ultimate success. Prospecting new customers and advancing deals are my top priorities, and I keep these tasks at the forefront every day.

How do you foster collaboration and effective communication with prospects?

Fostering collaboration and effective communication with prospects involves understanding not just how we fit into their world, but their world itself. I make sure to understand their role in the health system and their responsibilities, which helps me see how our product fits into their priorities. Understanding both the individual's needs and how our solution benefits the entire system helps articulate the value of our product more convincingly.

What emerging sales strategies or technologies are you most excited about, and how do you think they will impact the field of sales?

Emerging sales strategies and technologies have made it significantly easier to connect with people. Tools like ZoomInfo and Seamless.AI revolutionize access to accurate contact information, including mobile phone numbers. While some may find calls to their cell phones intrusive, I believe in the importance of the message I am delivering. My calls aim to elevate their career and benefit their health system. However, it’s crucial to use this information responsibly and contact only those we can genuinely help. Effective communication methods, such as brief phone calls, can often be more productive than wading through hundreds of emails.

What are the main principles of effective sales leadership?

Discipline, persistence, confidence, and market knowledge are the most important principles of sales to me. Sales leadership is about doing what you said you would do and having confidence in your product to ensure your prospects understand how you can help them succeed in their role with the solution you offer.

What challenges do you typically encounter in your role, and how do you overcome them?

Sales has inherent challenges in any arena, especially in healthcare, where we have knowledgeable and sophisticated customers facing unique challenges. Letting the customer know that I understand all the facets of their success relating to my solution is a huge challenge. Transitioning from disruptive information to a trusted advisor role in a brief period is rewarding but challenging. Success requires overcoming these challenges to achieve the reward.

How do you stay updated on new developments and trends in sales and marketing?

I have an extensive professional network of mentors, colleagues, past coworkers, and professional collaborators that I always resource. I also stay involved in organizations like HIMSS, ACDIS, HFMA, The Nashville Healthcare Leadership Council, and others that provide excellent educational opportunities. I spend about 20% of my time contributing to healthcare-related discussions.

What do you enjoy most about being the Vice President of Sales, and what keeps you motivated?

I love educating smart people about a tool they never knew existed and watching them overcome challenges they were struggling with before we worked together. It is gratifying to see a solution you sold that makes someone's job easier or even gets them promoted. My customers often become friends, rewarding me with their collective knowledge as well.

Can you share any advice for aspiring sales leaders based on your experiences?

Join as many professional organizations related to your field as possible and invest time in developing a network within each. The knowledge and insights gained from colleagues in sales and the healthcare industry are invaluable. It's not just about making connections but educating yourself on the broader conversation in your field. Additionally, understand how other vendors approach prospects and learn from their strategies. Engaging with prospects in a safe environment where you can ask how they prefer to be sold to provides crucial insights. Tailoring your approach based on their preferences can significantly enhance your effectiveness.

Is there anything you wish we would ask you?

If there is one thing, I wish you had asked, it would be about the importance of genuinely believing in what you sell. Having a deep understanding and belief in the product you are offering is key to success. I have always centered my career around how my work impacts patients. At ClinIntell, our effort towards accurate severity reporting is at the heart of everything we do. Reducing physician burnout and improving documentation practices are just a few ways we contribute to the healthcare system.

Every aspect of our product is designed to add value and eliminate waste and knowing this fuels my passion and dedication in my role. Being on a team where everyone is committed to enhancing customer experiences and driving meaningful results is one of the proudest achievements of my career.