Lead generation for medical devices (oncology sector) in Northern Europe: 12% increase in the commercial pipeline.
A leading international supplier of medical devices for the oncology sector requested a commercial expansion programme to consolidate its presence in Northern Europe. The objective was to penetrate the markets of Denmark, Sweden, Norway, and Finland by identifying procurement managers and administrative directors of hospitals and healthcare centres of excellence. The main challenge was to overcome corporate filters in order to engage high-level interlocutors, ensuring that the proposed solutions were compatible with the high Scandinavian technological standards.
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Goals
Generate high-quality appointments with purchasing managers from leading healthcare facilities.
Map and validate a database of over 450 companies operating in the medical device sector in the target area.
Establish direct channels of communication to engage with the actual decision-makers in the public and private sectors.
Assess the technological interest and spending capacity of prospects in relation to the oncology solutions offered.
Analyse supply cycles and local purchasing dynamics to optimise the commercial approach.
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Activities
Market analysis and geolocation of 450 healthcare facilities and distribution centres in the four target countries.
Execution of a four-week multi-channel contact cycle, alternating between personalised emails and professional telephone management.
Profiling and updating of the database with validation of 382 direct contacts of purchasing managers.
Collection of qualitative data on technologies currently in use and on the timeframes envisaged for new investments.
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Outcomes
12 high-quality business appointments secured with a conversion rate of 3.1% on validated contacts.
Coverage of 75% of the main hospitals and cancer centres mapped across the whole of Scandinavia has been achieved.
Consolidation of a database enriched with over 500 specific details, including contact names and direct numbers.
Estimated 12% increase in the value of the commercial pipeline for the six months following the activity.
Identification of further strategic opportunities to be developed in the medium to long term.
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Value for the customer
Accelerated entry into markets characterised by high barriers to entry and excellent quality standards.
Immediate availability of a list of potential customers with verified budgets and operational requirements.
Acquisition of strategic information to tailor the commercial proposal to the specific needs of the Northern European market.
Maximum efficiency of the sales force, focused exclusively on meetings with interlocutors ready to negotiate.
Would you like to strengthen your sales network in the medical sector in Denmark, Sweden, Norway and Finland?
Scopri come possiamo aiutarti a raggiungere i responsabili acquisti del Nord Europa e ad aumentare la tua pipeline di vendita qualificata.