The Challenge:

 

Market conditions during the recent recession, plus new tax implications for medical devices, caused most of our Hospital and Life Science clients to suddenly delay major capital expenses - and plan dramatic cuts on  regular service and consumable purchases.

No one was happy.  

 

In response, we created a new, unique leasing program with simple but flexible options. In addition to the strategy, positioning and operational details for the program, we created:

• Sales & Service Training Materials

• Collateral

• Website Content and Online    Ad Proposal

• Email with PURL (Personalized URL) support

• Direct Mail with PURL support

• Telemarketing Support

• Advertising

• Editorial content - PR and customer stories

 

Our sales organization was comfortable calling on their normal contacts, but this program required "selling thru" their contacts and directly to CFOs -- new for most of our reps. We partnered with our leasing company and the Getinge Training team to prepare tools, tips and workshops to help them effectively sell to this audience.

 

Results?  

Launched in 2011, this program is still active at Getinge.

 

It helped us begin to connect service and consumable purchases/programs more directly to capital purchases - right from the start. Good value for our customers. Kick- started sales again and provided reliable margins for Getinge.