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Case Study: How a Medical Imaging Company Helped a New Sales Team Establish Client Relationships and Surpass Sales Goals

by Kimberly Smith  |  
November 25, 2008

Company: 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.

The newly aligned team is now on track to exceed the company's sales goals with $16,000,000 worth of sales from organizations directly targeted by the campaign. And those gains, combined with the commitment the company was able to demonstrate to its people, have made an important impact on internal morale.


Toshiba America Medical Systems specializes in diagnostic medical imaging solutions such as computed tomography (CT), magnetic resonance (MRI), ultrasound, and x-ray imaging systems. Its Infinix-i line consists of catheterization-laboratory, or cath lab, products specifically designed for non-invasive cardiac procedures.

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Kimberly Smith is a staff writer for MarketingProfs. Reach her via

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  • by Kim Giansante Wed Nov 26, 2008 via web

    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 Besides it being an inefficient, outdated method, face-to-face calls are an expensive way to uncover prospects.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."

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