Hospi Corp
Background
Pain management is of critical importance for patients facing serious or terminal illness. The Macy Catheter is a patented and FDA cleared medical device used for rapid administration of medication and fluids when the oral route is compromised.
Challenge
As a startup company, early efforts focused on product development and investor relations. They needed to expand marketing and sales efforts nationally and develop awareness as well as credibility as a leading authority among healthcare professionals including hospice, skilled nursing, and within emergency departments.
Solution
Like most new startups, Macy’s initial desired market reach was too broad and needed to be laser-focused and segmented to achieve business and sales objectives. Using the Teleos T5 process, the agency researched the market and focused all efforts on the primary target audience and behavioral marketing. We then created a comprehensive and integrated sales and marketing plan based on product lifecycle and adoption position, audience, market, sales, competition, business focus and design focus. A strategic value proposition and a campaign tagline that resonated with the target audience “Think Beyond the Needle” and branding were created. The messaging was then pushed out through multi-channels and across all resources including clinical stories, product information, publications, training videos, and conferences. Two responsive websites were developed, one for the corporation and a dedicated product website focused on clinical education including webinars, educational resources, social media, and onsite training. Under the direction of Teleos’ unique sales consulting offering, a dedicated regional sales team structure aligned to the marketing plan was developed including sales leadership training, accountability, goal setting, forecasting, tracking sales activity, pipeline management, coaching, incentivization and motivation. The entire go-to-market (GTM) plan with measurable analytics and metrics were all rolled out within a three-month window. A comprehensive sales and marketing plan was co-developed with the client and launched in early 2018 following an intensive, client and agency three day boot camp in Texas at Honey Hollow Ranch. Most recently, the team developed and has rolled out a targeted PPC program through Google’s display network.
