Case Studies
Changing the face of medical device selling
The global head of digital for a major B2B industrial products company was tasked with leading the company’s digital transformation. As part of the larger transformation effort, our client sought to elevate the quality of the company’s omni-channel strategies, and decided to partner first with the Vascular team within the company’s medical device arm, the most profitable segment of the company.
The company’s medical device division was quite limited in its digital and omni-channel capabilities. The performance of the division was driven by the performance of its products and the personal relationships of its sales force. However, given changing market dynamics, including the increased use of digital channels and shrinking sales rep access, the division recognized the need to integrate digital and omni-channel marketing practices into its marketing model.
At the same time, following the completion of a recent segmentation study, the Vascular team sought to transition from a product-centric marketing model which emphasized feature benefits to a more customer-centric model that emphasized solution-selling and helping surgeons to expand their competence in performing complex surgical procedures. They wanted to become a resource for up-and-coming surgeons, helping them master these difficult procedures.
To help our client integrate digital and omnichannel capabilities while transitioning to a new model, The Stem:
- Assessed the digital landscape for the Medical Device division
- Created a 3-year omni-channel strategy
- Developed a tactical plan — including quick wins — to execute the strategy
The strategy we created focused on 4 key strategic pillars:
- Establishing the company as a category leader through non-personal advertising that branded the company’s procedure solutions
- Increasing revenue per customer by supporting procedural competence and career development through an array of personalized e-learning options
- Empowering the field force to deliver relevant and timely information and support through investments in digital content and new rep messaging channels
- Building foundational capabilities in digital marketing including training, measurement practices, technology capabilities like digital asset management and CRM, and changes in the company’s operating model for executing digital programs across vendor partners
The first part of the project was a division-wide landscape analysis, which included:
- Analyzing the performance of existing digital properties. We assessed each asset in terms of best practices, analytics, usability and fit with the client’s overall divisional strategy.
- Understanding customer engagement preferences through rep ride-alongs and analysis of secondary research. This work shed light on surgeon information-seeking behaviors and how new technologies can enhance the rep relationship.
- Benchmarking our client’s digital activities versus competitors and highlighting best practices.
In the second part of the project, we created the omni-channel engagement strategic blueprint for our client. We secured alignment on the four-pillar strategy through an intensive workshop which brought together digital, marketing and sales leadership in the Vascular division.
With the high-level strategy approved, we then developed a tactical plan and road-map to execute the strategy. This work included planning quick win opportunities which could be executed within the first several months. Two quick wins were prioritized for focus: an omni-channel e-learning pilot and a reptriggered email and digital selling pilot. These initiatives were refined through a series of planning sessions with internal cross-functional task forces which helped to make the strategy “real,” built momentum behind the work and improved digital competence among task force members.
Because of their work with The Stem, our client was able to envision for the first time how a digitally enabled marketing model can enhance their market position. They had a clear plan of action which enabled them to build on the strength of their sales force relationships and transition from a product-centric selling model to a customerfocused, omni-channel engagement model focused on enhancing surgical procedure competence.
This engagement required a blend of multichannel strategy, data analytics and data visualization skills along with an understanding of U.S. and European data regulations. The team of Stem experts included:
Multi-channel Strategist
Extensive medical device multichannel marketing experience, more than 20 years working in medical device agencies, United States
Multi-channel Strategist
More than 20 years’ experience in eLearning and healthcare provider education.
United States
The Stem consultants are experts in planning, managing and measuring modern customer engagement approaches tailored to the unique challenges of the medical device industry.
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