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.

Challenge

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.

In 2007, when a new digital detector technology was implemented across the Infinix-i line, Toshiba America determined that it also needed to reconfigure its sales force to include a designated cardiac cath lab team solely committed to providing field sales support for the new technology.

Doing so, however, meant that several of the company's sales representatives were being reassigned to unfamiliar territories, where they would have to forge new relationships in a time when the medical imaging industry was beginning to experience a slowdown.

To make it easier for them, the company determined that it next needed to conduct a targeted marketing campaign to help establish awareness and credibility for the Infinix-i line within those territories.

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

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ABOUT THE AUTHOR

Kimberly Smith is a freelance writer. Reach her via dtkgsmith@gmail.com.

LinkedIn: Kim Smith