Put yourself in the position of the researchers and clinicians. What do they want?
- Job security?
- Break through research which puts their name on the map?
- To be recognized internally?
- Earn more money?
- Get their bosses off their back?
Then see if you can subtly tie any of these things back to your product/benefits.
You’ve done a decent job with your value prop so don’t worry too much if you can’t get in the brains of your buyers just yet.
When you start booking more diagnosis calls, your prospects will start telling you what they’re really after and then you can reverse engineer this into your value proposition/cadence later on.