Medical Equipment Lead Generation and Consumable Inside Sales Program Generates Significant Revenue Growth

The Client

A leading manufacturer of medical devices

Situation

  • Existing sales departments did not have bandwidth to ensure attendance at product workshops and demo events
  • Field sales teams were narrowly focused on device sales because of commission structures
  • A significant amount of consumables and service revenue was being lost to third party vendors
  • A high number of inconsistencies and quality issues within the leads and contacts databases
  • A large number of whitespace customers and prospects

Team Objectives

  • Coordinate with client marketing and field sales teams to conduct outbound calls to target lists and increase workshop & demo day attendance rates
  • Identify and profile decision makers in target offices, removing non-viable and promotionally unresponsive targets from the database
  • Implement a sales process to promote and sell applicators and service contracts to existing customers

Team Results

  • In less than 6 months, over 750 qualified leads were passed on to field team resulting in over $2.5m in new device sales and total 12-month CLV of $2.9m
  • Recruited over 800 HCPs, staff and purchasing decision makers for workshops and demo day events with a show rate over 60%
  • Grew consumable sales in 426 whitespace accounts resulting in over $250,000 in additional revenue
  • Customer acquisition cost decreased by 23%