Medyc - 500+ positive replies from the medical facility market

1. About the client

Medyc is a Polish platform for managing a medical facility. The system covers online registration, electronic medical records, NFZ and private-payer billing, e-prescriptions and specialist schedules - over 8,000 specialists in Poland work on it.

Medyc's customer is a facility owner or manager - from a single-office psychotherapy practice to a multispecialist medical centre with a public-health contract. The market is countable to the last unit, because every facility in Poland appears in a public registry. The same trait that makes building a database easy also raises the bar - since anyone can pull the facility list, the winner is whoever knows better what to write to them.

The need was clear - a steady, predictable flow of booked product presentations for Medyc's sales team.

2. Challenge

A medical facility is one of the hardest cold email recipients there is. The public address leads to a reception desk busy with patients, the decision-maker is in the consulting room or on rounds, and the facility inbox has been receiving offers for years. On top of that the market is finite - facilities do not multiply at the rate untouched contacts disappear.

The public address leads to reception

Facilities publish an address for patient bookings, and the decision-maker rarely reads it. A campaign written "to the facility" ends up in an inbox the receptionist clears between phone calls. Reaching the owner takes a different craft than classic B2B, where everyone has a personal work address.

Every facility type has different pains

A psychotherapy practice protects session notes, a physiotherapy centre drowns in paper, and a multispecialist facility settles its NFZ contract across several systems at once. One message to everyone reaches no one - communication has to be mapped per facility type, and that multiplies the work on content.

A countable, exhaustible market

There is a finite number of facilities in Poland and sooner or later a campaign will have contacted every one. At that point the prospecting most agencies know comes to an end - and the discipline begins of returning to the same database in a way that makes the recipient want to read the next message.

3. How we sustained this rhythm

Reconnaissance - months of testing sources and signals

The first months of the engagement were systematic testing of data sources and buying signals - before the campaigns reached proper pace.

The starting point was answering where to source facilities from at all, and how to tell it is worth writing to them right now. We tested sources - KRS, Google Maps, LinkedIn-based databases, the RPWDL registry - and signals: Google review counts, people taking new roles, newly opened facilities, published content.

There were over forty tests in that opening phase, because every hypothesis has to be checked separately against every facility type - the same source can work for multispecialist centres and fail for small practices. Copy variants multiplied the combinations further.

This phase took several months and produced modest first results. It paid off later - the tests produced the map of sources and signals the campaigns run on to this day. Which signal proved most effective, and how we combine them, stays in our workshop.

Winning topics and pace

The tests surfaced the topics that opened conversations - online registration and electronic medical records. The campaigns settled into a steady rhythm.

The best-performing content lived inside the facility's everyday reality - online registration that takes phone calls off the front desk, and medical records kept electronically instead of in binders. Most booked demos started from these topics.

In parallel we solved the address problem - we learned to reach the decision-maker even where the only public address is the reception inbox. How we do it stays with us, because it is one of the core advantages of the whole programme.

From April 2025 the results reached a plannable pace - somewhere between a dozen and twenty booked demos a month, handed to the Medyc team as they came in.

The end of the database - where prospecting stops

After a dozen or so months the campaigns had contacted every facility in the available database. For most outbound programmes that is the end of the road. For us it was the start of the project's second half.

The facility market is countable, so this moment was a matter of time and we knew it from day one. The challenge read - how to come back to a database that already knows us, in a way that makes the next message welcome.

On top of that comes something that applies to all of cold email, regardless of industry or market - global reply rates fall year after year, because more and more companies send outreach and recipients' inboxes keep filling up. We see it in the data across all our markets. A campaign that worked a year ago delivers less today, so holding the same result requires constant evolution.

The answer was changing the angle rather than increasing the frequency. We return to the same facility with a different topic, matched to its type - and that required mapping the product all over again.

The product mapped into functionalities per facility type

We broke the Medyc system down into a dozen-plus functionalities and matched each to the pain of a specific facility type. Multispecialist facilities got five separate communication angles.

Psychotherapy practices hear about encrypted session records and the safety of their notes. Physiotherapy centres about automated visit handling and recovered hours of administrative work. Primary care clinics about NFZ reporting, which in many facilities lands on the same two or three people.

We mapped multispecialist facilities the deepest - into five separate topics. Working across several systems at once, dictating patient records instead of typing them, NFZ settlements with the AP-KOLCE and SZOI platforms, patient consents signed on a tablet instead of paper, and finally billing patients paid for by an insurer or an employer. Each topic is a separate campaign with its own tests.

Regulatory change became its own track. When Central e-Registration extended to further categories of services from August, facilities with a public-health contract had to synchronise their schedules with the central system - and Medyc has that integration built in. A message about an incoming legal obligation opens conversations a regular offer never will.

Database hygiene and a steady rhythm

The foundation of the returns is an exclusion structure - a facility that declined gets 12 months of quiet. Reception of the campaigns stays good, and results have been stable for over a year and a half.

Every reply along the lines of "not interested at the moment" goes into a structure blocking contact with that address and domain for the next 12 months. We return only to those worth returning to - and that is why successive campaign waves keep being well received.

The rhythm of results holds between 15 and 20 booked demos a month, with better months reaching twenty. The positive reply counter since April 2025 has passed 500.

The engagement continues. The signal database refreshes itself, the catalogue of tested topics keeps growing, and every regulatory change hands the campaigns a fresh reason to write.

4. Results

The Medyc campaigns ran for 17 months and worked through the entire available facility database in Poland. Over that time the data sources, the signals, the message topics and the facility types we wrote to all changed. The positive reply counter passed 500, and the rhythm of booked demos held between 15 and 20 a month.

The moment the database ran out shows most clearly in this story. The campaigns had contacted every facility and the result held - prospecting gave way to a catalogue of a dozen-plus topics, each offering a reason to return. A multispecialist facility that read about online registration a year earlier now receives a message about billing insurer-paid patients, and replies.

We describe the context openly, because the numbers are unreadable without it. Cold email reply rates are falling globally, year on year, across every industry and every market. Holding a steady rhythm for a year and a half on a market that exhausted itself along the way meant reinventing the campaigns roughly every quarter.

5. Lessons

Three principles from this project that we carry onto every countable market.

On a countable market, the end of the database is a stage, and never the end

Every campaign on a finite market will eventually have contacted everyone. A programme that plans for this from the start - with a topic catalogue for returns and exclusions protecting reception - keeps working. A programme built on prospecting alone goes dark at that moment.

A product is a dozen campaigns, never just one

To its audience, a medical facility system is a dozen different promises - one for a psychotherapist, another for the manager of a multispecialist centre. Mapping the product into functionalities and matching them to segment pains multiplied the conversations coming out of the same database.

The result is the sum of a dozen elements working at once

A steady flow of demos comes from campaign precision, high daily reach volume, strong deliverability, market signals, respect for the recipient and restraint in contact, creativity in inventing the next campaigns and copy, and endless testing. Any single campaign, however good, accounts for a fraction of this result - the rest comes from a dozen small parts running simultaneously.

Reply rates fall globally every year and the trend will not reverse. A steady cold email result has stopped being a matter of one good campaign - it is the product of a system that reinvents itself faster than the market wears out.

6. Summary

A medical facility software vendor needed a steady flow of product demos. Campaigns built on registry signals, content mapped per facility type and a structured return system generated over 500 positive replies in 17 months and hold a rhythm of 15-20 booked demos a month - including after the market's original database was exhausted.