Turning Complex Medical Innovation Into 185% Sales Growth

CASE STUDY SUMMARY

A healthcare and medical lighting company needed to significantly increase sales in the third year following product launch. Medvance Marketing used market research, stakeholder interviews, strategic planning, clearer value messaging, sales enablement, digital marketing, and market education to support a more coordinated commercialization approach.

Company

Healthcare/medical lighting company.

Medical Product

An innovative lighting solution system that kills bacteria linked to healthcare acquired infections (HAIs).

Market

Healthcare related environments such as hospitals and healthcare clinics.

Goal

Greatly increase sales in year three post-launch.

THE APPROACH

Research, Strategic Planning and Implementation

Efforts were immediately undertaken to increase the company’s sales through aggressive marketing efforts. Below is a high-level breakdown of the research, planning and specific actions taken to accomplish the company’s goal.

Pre-Plan Research

1. Reviewed all existing customer-facing marketing materials.
2. Reviewed published peer-reviewed studies, including the recently released study demonstrating that the system was effective in reducing HAIs.
3. Interviewed key stakeholders at healthcare facilities involved in the purchasing decision.
4. Attended trade shows and conferences to gain insights into the effectiveness of current messaging and gather additional feedback from the healthcare community.

Research Findings

1. Deficiency in clarity and impact in current messaging:
   • No clear features-and-benefits story.
   • Lackluster messaging and collateral highlighting the technology.
   • Lack of an engaging, comprehensive informational packet for sales representatives.
2. Long, complex sales cycle with multiple departments involved in the decision process.
3. Inadequate tools to address the unique challenges of each department involved in healthcare facility purchasing decisions.
4. Lack of engaging, informative multimedia content.
5. Incomplete marketing plan, including costs and timelines.

Strategy Planning and Recommendations

A marketing report, including strategic recommendations and an implementation plan with timelines and budgets, was developed and presented to company leadership.

1. Developed a clear, impactful tagline to pinpoint the benefits of the technology.
2. Clearly showcased the benefits of the device in reducing HAIs.
3. Clearly showcased the potential ROI to healthcare facilities adopting the technology.
   • Communicated the financial impact associated with the treatment of healthcare acquired infections.
4. Increased awareness through targeted traditional and digital marketing activities, including:
   • Social media
   • Email campaigns
   • Print advertising in high-readership publications
   • Trade publication digital advertising
5. Created an impactful, informative explainer video showcasing the system and its features and benefits.
6. Redesigned the website to be more dynamic and clearly communicate the new messaging.
7. Developed a complete informational packet for the sales team, including:
   • Informational sheets highlighting benefits for individual departments.
   • A redesigned, engaging brochure.
   • A copy of the recent peer-reviewed clinical study.
8. Incorporated the new messaging and supporting elements into the trade show booth.
9. Developed informative CE-accredited webinars for healthcare facility staff addressing HAIs.

GOAL ACHIEVED!

185.4%

Third year sales growth of 185.4% over the second year.

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This case study is provided for the purpose of illustrating the types of efforts and potential results Medvance Marketing can help clients achieve.

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