Identifying the sales operating model & change to double revenue at medical device company

Outcomes

Launch-ready pilots prepared with the client team in Italy, and taken forward by the local organisation
Business case projection of doubled pump sales volume in the low case and tripled in the high case within 2 years of full implementation
Recommendations transferable to other EMEA markets

Our Client

Is a global leader in medical technology, developing and delivering devices and therapies that address a wide range of chronic health conditions. They focus on innovation and outcomes and partner with healthcare providers to enhance patient care and system efficiency

Background

The Diabetes division in Italy needed to reverse a slowing revenue growth rate for insulin pump sales in a market with significant penetration potential and the highest average pump sales value in Europe
Needed assessment of how to optimise sales and a pragmatic change plan
Existing operation and organisation not set up for growth; sales effectiveness heavily constrained

Testimonial

Curzon Approach

Defined, recommended and agreed critical changes to the operating model and organisation:

50% increase in Sales Rep time by taking away patient training/post-sales servicing activities
Reps selling time re-prioritised based on relative account value and potential, to maximise new pump sales growth
New therapy education, trial and selling processes to raise pump prescribing rates by individual medics and clinics
Re-set responsibilities at Sales Director/Manager/Rep/ Trainer level to remove overlaps, improve bid management, and coordinate contact across a complex buyer network
Rationalise the sales force into 8 macro-territories, to align resources with the distribution of market demand and potential
New volume-based sales incentivisation model backed with a revised KPI set and pipeline/conversion tracking process to ensure reliable performance measurement