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.

Back to CLIENTS