An osteopathic medical device company with an FDA approved solution for bone disorders and injuries sought to grow its market share and brought in SPRIM to take a fresh look at its strategy. Combining SPRIM experience and client insight yielded strong results:
Consumer research showed clear resonance superiority versus the competition with orthopedic and osteopathic doctors, yet the device received an unchanged share of marketing dollars. SPRIM expertise in the category allowed for the identification of 2 new high-value specialty segments neglected by all marketing efforts.
With a national sales force making office visits, conducting trainings, and distributing collateral, little had been done in optimizing the sales team’s tactics based on their territories. SPRIM identified multiple geographically-dense areas where physician engagement and brand loyalty indicated an opportunity to switch them to drip-based visits from the reps, rather than the high frequency originally instituted for new practices.
Data showed class-leading engagement with HCPs, but little brand resonance or stickiness with patients. Given patient behaviors impacted device-produced outcomes, SPRIM recommended increasing patient engagement, compliance, and support through a direct-connect portal for patients with questions.
Taking SPRIM recommendations yielded a 15% increase above market share trend-rate year-over-year, significant cost reductions, all while establishing a beachhead with new HCP specialties.
SPRIM’s strategic deliverables equipped the client with the proper approach to grow market share by expanding into new specialty areas, reduce costs by limiting rep over-visitation, and develop a pathway to improve patient outcomes through the use of technology. The client implemented the findings, grew market share, and reduced cost of sales
