This MedTech company was well-established in the cardiovascular market, but their new product targeted the electrophysiology space, a new market for their commercial team. They didn’t have existing relationships they could capitalize on, nor comprehensive data on who the top EP providers were. This made it difficult to create a go-to-market strategy centered around their best opportunities, or to understand the most influential providers within a given site of care.
The company’s previous data platform only provided limited access to data on the EP market, and requesting new data sets had a 10-day turnaround time before providing static and quickly outdated data sets that needed additional time to analyze before they could be turned into strategy. Commercial leadership knew they needed a better solution. Reps wouldn’t be successful pounding the pavement to find opportunities in the EP market and pitching those providers without key insights, especially when these reps still needed to sell a full portfolio of products.
They partnered with AcuityMD for more comprehensive, timely, and usable market data to build a detailed product launch strategy. Sales leadership leveraged granular data across multiple procedure codes to strategically prioritize targets that all aligned to the new product.
Within these procedure groups, both leadership and the sales team could instantly see who the highest-volume providers were, which facilities they operated in, and what the potential value of each opportunity was. Equally important, because the sales team didn’t have existing relationships in this speciality, AcuityMD HCP Profile data enabled them to get a deeper understanding of individual physicians, their clinical practices, and the specific procedures they specialized in. This quickly gave them the information they needed to plan deeper, more impactful conversation with these physicians.
With their opportunities and approach clearly defined, the organization made the new product a top priority, researching nearly 6,500 providers and sites of care in AcuityMD. The impact was remarkable, with the organization creating over $20,000,000 in pipeline for the new product. Individual sales reps were having immediate success as well.
By leaning into accurate, comprehensive data, identifying the areas with the best opportunities, and understanding the distinct wants and needs of providers in this space, sales leadership was able to create a sustainable, repeatable go-to-market strategy for their new product. And by putting AcuityMD’s MedTech Intelligence Platform directly into the hands of their reps, the reps could prioritize their own best opportunities and quickly execute the new strategy.
Learn how AcuityMD Targeting can help your company find your best opportunities for launching a new product, entering a new market, or expanding your existing business.
