A medical device manufacturer wanted to better adapt and appeal to different physicians, as their limited time and specialized practice demanded a complex, refined sales process.
A quantitative survey was filled with demographic, behavioral, and attitudinal data, then a robust segmentation analysis was performed to determine four different categories. From there, selling materials were developed for representatives to quickly reference and adapt their approach given the unique needs of that particular physician.
The company took the research nationwide in their approach to physicians. Sales representatives are now equipped to meet with physicians knowing their expectations, needs, and questions in advance.