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Building a Sustainable Targeting Capability in Medical Device Companies

Bret Caldwell, Brian Chapman

Medical device companies recognize the potential of targeting as a powerful tool to boost top-line revenues. Targeting focuses promotional effort on a subset of customers who have been identified to have the potential to respond disproportionately to sales force or marketing promotion. A well-planned and implemented targeting initiative can have a significant impact on top- and bottom-line performance. Yet targeting initiatives may fail to yield expected results due to some common pitfalls.

This paper discusses how sales organizations within medical device firms can avoid some of the common causes of failure, including incorrect or inappropriate data, insufficient organizational buy-in, poor communication and training support and a lack of appropriate support tools.

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