Case Study #7: Accelerating Sales Growth - Medical Device
Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Product Category
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Healthcare – Medical Equipment
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Research Topic
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Providing Early Sales Learning on New Surgical Instrument
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Research Need
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Health Care Equipment Manufacturer desired to accelerate sales growth of a new surgical instrument used in medical procedures.
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Research Process
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The Industrial Research Center conducted in-depth telephone interviews among sales representatives, four months after the introduction of a new surgical instrument. Contrasted learning from the sales representatives who were most and least successful in selling the new instrument.
Research could also be done using an online survey approach if sufficient sample size. |
Results
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Research identified the most common obstacles in selling the new medical instrument and developed solutions to overcome those sales challenges. Also identified the sales techniques used by the sales reps who were most successful selling the new surgical instrument.
The research learning was used to redesign and redirect sales training for the new product, accelerating sales growth, preempting competitive product entries. |
Links to Related Case Studies
Product Development / Sales Growth
Telephone Research - B-to-B / Healthcare