Imagine your outside sales team is tasked with covering an entire country, but with limited insights, they’re struggling to identify high-value customers and streamline their routes and schedules. Sales reps are literally driving by key opportunities, and the information they need to make better decisions is scattered.
Kyle Miko, co-founder and CMO of VirtuOx, faced a similar challenge when managing sales territories across all 50 states. At VirtuOx, he turned this complex scenario into a strategic advantage by integrating data analytics and technology designed for how their team works. Kyle joined our podcast to discuss how VirtuOx is optimizing their sales processes, building better relationships with healthcare providers, and improving patient outcomes.
For medical device and diagnostics organizations, using a CRM for healthcare isn’t just about keeping track of clients; it’s about driving efficient sales strategies and delivering value at every touchpoint. VirtuOx manages over 60,000 prescriptions monthly across the U.S. — a volume that demands precision and the right tools to maintain effectiveness. As Kyle points out, real-time data is crucial in a space where decisions can directly impact patient care.
How VirtuOx Uses Data to Drive Sales
At the core of VirtuOx’s strategy is a data-driven approach to sales. Using Map My Customer’s native integration with Zoho, VirtuOx created a system that allows their sales team to streamline territory management and optimize their outreach. This integration empowers their territory managers to identify key physician offices, schedule high-impact meetings, and respond to real-time data, enabling more efficient and productive sales activities.
According to Kyle, managing this data in a user-friendly system is critical. “When you have a lot of data, and are trying to figure out which doctors are using you for product one, but not for product two or three…that becomes pretty complex,” Kyle explains. Map My Customers plays a big role in synthesizing vast amounts of data, allowing Kyles team to make informed decisions on which accounts to contact and when.
For field sales teams in healthcare, having tools that can map territories, track sales calls, and help identify upsell opportunities is a game-changer. By using the best CRM solutions for healthcare and their needs, VirtuOx ensures their sales reps are equipped with all the information they need to meet targets and deliver value to both physicians and patients.
The Right Technology to Empower Sales Teams
Field sales reps are constantly on the move, and making the most of their time in the field is essential for success. VirtuOx’s sales team includes 32 territory managers covering all 50 states, and they use Map My Customers to manage their customers and territory assignments. This healthcare CRM platform provides them with an easy way to organize and prioritize physician visits, increasing the number of meaningful interactions they can have with healthcare providers.
One of the standout features that Kyle highlighted is the ability to route sales calls and manage invalid prescriptions in real time. Before implementing our CRM, the sales team had to manually sift through data to prioritize their calls and manage logistics, which could be time-consuming and inefficient. Now, they can easily create optimized routes and receive updates on invalid prescriptions in real-time, enabling them to address issues quickly and focus on delivering care where it’s needed most.
For any healthcare organization, the ability to remove administrative roadblocks allows sales reps to focus on what matters: educating physicians, building relationships, and ultimately improving patient care. Healthcare CRM systems like Map My Customers enable this by simplifying the backend work, ensuring that the reps’ time is spent effectively.
The Power of a Customer-Centric Approach
At VirtuOx, the focus isn’t solely on selling products — it’s on educating physicians and creating meaningful relationships. As Kyle noted, “We’re not just selling diagnostics. We’re helping restore the breath of life.” This customer-centric approach is crucial for building trust with healthcare providers and ensuring long-term partnerships. The integration of CRM software for healthcare empowers sales reps to understand which physicians might need more information, who to target for lunch and learn meetings, and which upsell opportunities are available.
By utilizing a CRM system tailored to the unique needs of the healthcare industry, VirtuOx has not only improved efficiency but also enhanced the quality of their physician relationships. This focus on customer needs and data-driven decision-making helps them stay ahead in a competitive market.
Looking Ahead: The Future of Sales Technology
As the healthcare industry continues to evolve, so too will the technology that supports it. For companies like VirtuOx, adopting advanced tools like Map My Customers provides a significant competitive edge. “The future of sales lies in leveraging predictive analytics and real-time data integration,” Kyle predicts. Tools that provide real-time insights and simplify complex data processes will be essential in ensuring that sales reps can make informed decisions on the go.
For healthcare organizations looking to enhance their field sales efforts, the lessons from VirtuOx’s success are clear: Invest in healthcare CRM software, focus on the data, and never lose sight of the personal connection — the reason why you’re in the business in the first place.
By combining data-driven insights with a customer-centric strategy, VirtuOx is setting the standard for success in healthcare sales. As tools like Map My Customers continue to evolve, the opportunities to optimize territory management, enhance sales strategies, and drive growth will only expand.
About our Guest
Kyle Miko
Co-Founder, VirtuOx CardioSleep Solutions
Kyle Miko is the co-founder of VirtuOx Cardio Sleep, the world’s largest provider of at-home respiratory, sleep, and cardiac diagnostics. With over two decades of experience, Kyle is known for his leadership approach—combining data-driven strategy with a deep commitment to improving patient outcomes.
Kyle’s leadership at VirtuOx reflects a dedication to servant leadership and a clear sense of purpose, which has been key in guiding the company’s growth and impact in the field of medical diagnostics.
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