WORK

From start-up with smart innovation to acquisition in four years

Client

EIT

Industry

Health & Biotech

Services

Human Design Strategy

Location

Wurmlingen, Duitsland

Project

At EIT, a Dutch-German company of experienced professionals in the medical field, WADM accelerated the market acceptance of a disruptive innovation. Global sales of a new spinal implant failed to take off. Distributors and surgeons avoided any risk.

Keywords

Activation-strategyBrand designBrandstrategyDigital strategyHBDI profileKlantportalenMotion designMultilingualOnboardingSales StrategySales-activatieStorytellingTrainingWeb appsWebsitesWhite paperWorkshops

Approach

Working with early adopters, WADM has shifted the sales focus from “tech specs” to medical success. Through development of an online app for vendors around the world filled with relevant medical documents. They could easily make those documents available to surgeons on personal websites with data mining.

Insights

WADM increased the importance of first-time-right in medical procedures in the brand promise. A smarter and more successful way by which surgeons increase their own success. The distinction with that brand positioning was carried through in all communications. International salespeople were trained and supported with campaigns that appealed to different thinking styles.

Result

WADM made this innovation a personal interest for surgeons in all communications. First, that caused a tripling of product sales. And then for corporate takeover by a multinational for a record amount.

1One universal customized sales app for all international sellers of smart spinal implants.

327%Increased sales of cellular titanium implants after implementing the new communication strategy.