The Somax Group

Sales Operations Maximized

What is sales operations?

A set of activities & processes that help the sales department of an organization run effectively, efficiently and in support of overall growth strategies and business objectives working injunction with marketing functions.

Sales & Marketing are different, but live side by side. In order for each function to work optimally the goals and objectives must be aligned. It must be understood that while functioning independently they must be in-sync in order to be effective.

Who is Somax Group?

Relationship Management Experts with over 20 years of experience working WITH and FOR physicians to increase new patient volume and revenue while building name recognition and reputation amongst the medical community amongstd marketplace.

Why Somax?

Our founder was trained by one of the first companies in the medical practice arena to build a blueprint for increasing practice volume through Relationship Management with the referring community.

The blueprint from which she was trained has often been copied, but never duplicated.


The Somax Group now uses this skill and knowledge to hire, train and mentor Relationship Experts for such organizations as:

  • Yale New Haven Hospital's Simlow Cancer Center
  • St. Francis Hospital's: a Tenet Healthcare organization Radiation Oncology department
  • Swedish Covenant Hospital's CyberKnife Cancer Institute
  • and others

Keys to building a successful referral development team:

  1. Identify the right team members
  2. Create a plan
  3. Set Objectives
  4. Mentor
  5. Provide the right tools
  6. Track Activity
  7. Report Results
  • Evaluate current sales or NP volume
  • Evaluate market competition (using competitive shopping analysis) can be conducted by SOMAX or current sales team guided by SOMAX
  • Evaluate CRM
  • Help identify CRM (contract use of CRIMSON or SALESFORCE with discount offer through SOMAX)
  • Develop means of tracking sales calls and NP referrals with or without formal CRM
  • Identify prospects
  • Identify issues that prohibit referrals
  • Hire, train and mentor sales team on contract basis (existing team or new team)
  • Develop or aid in development of sales plans
  • Establish Calls Plans and Frequency
  • Develop or aid in development of budgets
  • Establish bonus structure
  • On-going performance evaluation conduct with management & self evaluations
  • Determine educational needs from patient and referrer perspective
  • Aid in Development of 30-60-90 Day plans
  • Evaluate Collateral Needs from sales perspective
  • Evaluate overall marketing tools online and offline & aid in development as needed

Bio for Penny Hoglund

Highly accomplished sales professional with over 20 years of successful Business Development experience. Penny has severed as the Director of Sales and Clinical Partnership of Acceltiech, LLC. Were she was recruited to build, hire, train and manage sales and education division for under preforming cancer centers. She developed strategic demand generation plans to accelerate physician referral growth while supporting DTC needs and marketing efforts.

Penny served as the Director of Practice Development and Sales for IntegraMed Specialty HealthCare Services, Fertility Division; directing the Sales and Marketing department at Fertility Centers of Illinois. She developed and implemented calculated marketing plans which doubled revenue, expanded the referring physician's network, and increased new patient growth. During her tenure there, Penny was responsible for improving market leader awareness with effective marketing and branding strategies. She developed and successfully managed the first centralized new patient call center while establishing and monitoring patient pipeline and flow to ensure that the patient in take process was handled efficiently from lead generation to patient treatment completion.

Before the Fertility Centers of Illinois, Penny was the Director of Client Relations for Remedy Staffing, where she dramatically grew business in three of the company's largest accounts, propelling the franchise to rank first out of 75 national locations. In addition, Penny excelled as an Account Manager for Norrell Corporations where she shaped and initiated strategic growth plans that resulted in increased revenue and gross margin dollars, winning her the title of "salesperson of the year" for outstanding sales performance.

Contact Us

Interested in working with our talented team? Tell us a little about your project, we’ll take a look and follow up by phone or email as soon as possible.



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