Channel Medsystems finds their ideal targets using AcuityAI, helping them raise their Series C

Channel Medsystems had a lot to feel good about. They’d developed Cerene, an innovative treatment for heavy menstrual bleeding, and it was delivering significant relief to patients.

A small number of patients, that is. And that was the problem: Amongst OBGYNs, there was very little awareness of Cerene.

When new executive leaders took the reins, they immediately saw why: Their reps had been focused on selling to OBGYNs treating large volumes of patients with heat-based ablation, an antiquated and flawed treatment. These were, in fact, the last providers their reps should have been targeting, as the odds of convincing them to adopt a new treatment were extremely low.

Tara Murphy, VP of Marketing, was one of the new executive leaders tasked with overhauling the company’s commercial strategy. Having used AcuityMD in her previous role, she knew the value it could provide as they embarked on this initiative.

Using AcuityAI to find the right targets efficiently

Tara knew exactly what the ideal target looked like: an OBGYN diagnosing a large volume of patients with heavy menstrual bleeding, inserting a high volume of IUDs, and not providing heat-based ablation.

Next came the daunting part: actually finding the providers who match that profile. For Tara, that would’ve been a grueling, weekslong project—which is why she had AcuityAI do the heavy lifting for her.

She started at the market level, giving the agent the relevant diagnosis codes and telling it to find the US metros with the greatest commercial opportunity. It identified 40, which Tara and her colleagues whittled down to 22.

One of them was Charlotte, North Carolina, a market the team knew inside and out from previous work at another women’s health company, making it the perfect candidate for a test run. Tara told AcuityAI to find the Charlotte-based doctors they should target and categorize them as Gold, Silver, and Bronze, with the Gold targets being the best of the best.

When the team reviewed AcuityAI’s recommended targets, they found that they were spot on.

But that wasn’t their only verification method. Tara knew that if AcuityAI had done its job well, there would be little overlap between the Charlotte-based providers it had recommended and the Charlotte-based providers their rep had previously contacted.

The overlap she found? Just 13%. Of the 150+ targets recommended by AcuityAI, the Charlotte rep for Channel Medsystems had contacted just 13% of them.

That may sound discouraging, but it was exactly the result Tara was hoping for: proof that she and her colleagues had found the path forward, the commercial strategy they needed to execute in order to grow the business.

Raising additional funds with a data-driven expansion plan

Identifying targets in 22 markets was a major win for Tara and her colleagues. But their work was just beginning: Now they needed to hire reps in those markets to convert those targets into customers.

To expand that aggressively, they needed additional funding from their investors. And they got it—thanks, in part, to the data-driven plan they crafted using AcuityAI.

“In meetings with investors, we used our AcuityAI data to talk about how we’d found the right markets, how we were going to be able to provide our new field team with specific customer targeting,” Tara explained. “That was a significant talking point, and our investors had fantastic things to say about it. It helped us to validate our plan to secure funding.”

See how AcuityAI can point your reps to their best targets—and help them close the deal

When reps rely on tribal knowledge instead of real data to find their targets, they waste time and miss quota.

With AcuityAI, one prompt is all it takes for a rep to know which providers in their territory are actually likely to buy. Get a demo today.