PRO Case Study
Case Study: How a Medical Imaging Company Helped a New Sales Team Establish Client Relationships and Surpass Sales Goals
by Kimberly SmithCompany: Toshiba America Medical Systems, Inc.
Contact: Jim Burch, director of communications at Toshiba America Medical Systems
Location: Tustin, CA
Industry: Medical technology, B2B
Annual revenue: $650,000,000
Number of employees: 1000
Quick Read
In tough economic times, when employees everywhere are questioning their job security, it would do a company good to strategically hearten and care for its people—in a manner that makes sense for both company and employee.
When Toshiba America Medical Systems, the medical diagnostic imaging subsidiary of Toshiba Corporation, restructured its sales team recently, it thought it best to give those assigned to new and unfamiliar territories an extra hand.
The company invested $200,000 in a targeted direct mail campaign designed to increase product awareness, demonstrate credibility, and pave the way to new client relationships within those territories.
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Comments
Medical capital equipment companies have been slow to harness the power of targeted direct marketing, still believing road canvassing by its sales force is the best way to generate leads. Besides it being an inefficient, outdated method, face-to-face calls are an expensive way to uncover prospects. It's refreshing to read Toshiba "gets it."