European healthcare company

Project 1 - Australian Marketing Plan

Background

The company was a global name in healthcare which had a specialised division offering molecular biology, life science research and diagnostic products. It had:

• acquired the business from a European competitor
• an offering of numerous highly complex products
• a comprehensive catalogue as the main sales tool
• a highly technical sales team focused on trouble-shooting rather than sales
• limited differentiation from smaller, more specialised competitors
• poor alignment between this business and the company’s core interests
• low profile within the company and low level of resourcing.

Challenge

To appraise the local market, to devise strategies for sustained growth; to translate the European initiatives into strategies that could be implemented with existing resources.

Solution

We:

• quantified the available market as 100% larger than previously thought
• identified several new market sectors
• recommended outsourcing peripheral products to specialist resellers
• devised quarterly  campaigns  focused on fewer products and prospects

We recommended:

• reduction  of non-selling activity
• better  key  account management
• introduction  of target  account management
• more efficient  deployment  of  existing resources.
• boosting new business by appointing specialist business hunters.

Outcomes

After just 4 weeks, the division had:

• gained an operational blueprint for the next 12 months
• a structure for future operation
• justification for increased headcount to enable sales growth above past performance.

10 months later, the division was 15% over target with 2 months to go before year end.

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