Devices

Rationale (Situational Analysis)

New business entity split from a multinational business.

• Cardiac and critical care

Entity limited in resource, and no fixed cost budget.

Objectives

• “Franchise” strategy
• Critical care devices/equipment to be relaunched and pioneered.
• Pay for Performance: Commission only.

Team and Tactics

• Inland Re. (qualified and experienced sister) and part-time Consulting Sales Manager deployed to private hospitals and government academic institutions targeting:
  • O.D.’s
  • Specialists
  • Sisters (ICU, Theatre and related)
  • Technical/Auxillary staff
  • Buyers/Pharmacy
• Attending and running congress stand.
• Training and Education.
• Setting up CMEs/journal clubs.
• On-site training of hospital healthcare staff.

Outcomes

• Reinforcement of Key Opinion leaders support.
• Servicing of critical care units and tender government academic hospitals.
• Portfolio of R6m built over 3 years.

This case study is synoptic.  For more information, please contact Steve Langenegger: Click here.