Halyard Health, a division of the consumer product Halyard Health Corporation, offers a wide range of innovative clinical solutions. The associate director for Global Strategic Marketing at Halyard Health was responsible for increasing the sales and market share of a pain management medical device to meet revenue goals for the year. The client’s team had been using the traditional approach to target and segment physicians by means of internal sales data and territory insight accumulated by a seasoned sales force. The client decided to explore alternatives that could help the team meet its year-end revenue goals. According to the client, “We needed a reliable data set that would give us physician- and organization-level insight that we were lacking from our traditional targeting and segmenting methods.” The goal was clear: identify physicians who were performing a specific procedure that would benefit from using the Halyard Health medical device. Once identified, the team would then understand which of these physicians provided the greatest potential based on procedure volume. After evaluating several vendors, LexisNexis® was chosen because “LexisNexis® could provide accurate physician- and organization-level information and deliver it in a format that met our needs,” said the client. The client was interested in understanding his particular market and maximizing sales force efforts and results. However, like many in the medical device industry, Halyard Health lacked the technology and resources to objectively identify physicians, quantify the potential opportunity, and determine the best locations for sales calls. They relied on internal sales data and rep knowledge for targeting – which wasn’t complete and lacked a holistic view of the physician. In addition, they had limited sales representative resources in which to cover the entire nation. The client needed to align sales reps with the high-value physicians and their practice locations if he was to meet year-end revenue goals.
Read More