Case Studies: Medical Products

Challenge

This multinational medical manufacturer with six divisions enjoyed annual year over year revenue and profit increases, but still was only scratching the surface.

Their core market, hospitals, comprised the majority of corporate wide sales, but still were not 100% reached. Total available sales by division remained underpenetrated in each of their customer hospitals.

The soft goods division wanted new accounts and sales by targeting these unreached hospitals and markets that direct sales reps could not reach profitably.

Trainor was asked for a strategy to accomplish these objectives without encumbering the existing marketing and sales reps.

Challenge:
Add new accounts and sales.
Approach:
Focus on market segments and customers unable to be reached by direct sales reps.
Recommendations:
Launch a new eCommerce strategy including website, and use targeted direct mail and email to drive traffic.
Results:
New accounts opened resulting in recurring soft goods business of $175,000 monthly and hardware sales of $2.5 million.