The MarkeTech Group www.themarketechgroup.com About The MarkeTech Group: With offices in North America and Europe, The MarkeTech Group provides a unique combination of extensive marketing research methodology expertise, deep medical technology domain knowledge and value-added strategic marketing consulting to medical technology companies who seek high quality marketing research studies and professional marketing strategy consulting. The MarkeTech Group's team of marketing research and strategy experts take pride in integrating their leading voice of customer (VOC) research expertise and strategic consulting into their clients' marketing and R&D departments to help successfully launch and maintain profitable products in healthcare. USA The MarkeTech Group, LLC 502 Mace Blvd, Suite 15 Davis, CA 95618 Tele: (+1) 530-792-8400 Fax: (+1) 530-792-8447 France The MarkeTech Group, SARL 3, Rue Emile Péhant 44 000 Nantes Tele: +33 (0)2 72 01 00 80 Fax: +33 (0)2 40 48 29 40

1. Think Like Your Customers:
How to Optimize Your Healthcare
Sales Force Effectiveness
MEASURING THE VOICE-OF-CUSTOMERS IN HEALTHCARE

2. What if MEDICAL TECHNOLOGY Sales
Representatives could improve their
success by communicating the RIGHT
message to the RIGHT customer at
the RIGHT time?
2

3. What if MEDICAL TECHNOLOGY Sales
Representatives could improve their
success by communicating the RIGHT
message to the RIGHT customer at
the RIGHT time?
Well, they can…
3

4. …but before they can think
like a customer, they need
to understand how the
customer thinks.
4

5. As a marketer, you try to align your product and
marketing with a customer’s needs and wants.
As a sales rep, you try to
convince the customer to
purchase your product based
on better features, benefits,
and service.
Your customers continue
to tell you that “price is
most important”… and
claim that they will
purchase from the
lowest-priced competitor.
5

6. You need to align your
message with what your
customers value
Let’s take a look to see
what this means…
6

7. Solution: Compare what your Sales Reps think
Customers think are important vs. what your
Customers actually value
Not at all Important
Extremely Important
This is how your
Customers actually
perceive what is
important and how
satisfied they are
Not at all Satisfied
Customer
(Service)
Extremely Satisfied
Customer
(Feature 1)
7

8. Solution: Compare what your Sales Reps think
Customers think are important vs. what your
Customers actually value
Extremely Important
Not at all Important
This is how your Sales Reps
perceive what Customers
think are important and
how satisfied they are
Sales Rep
(Feature 1)
This is how your
Customers actually
perceive what is
important and how
satisfied they are
Not at all Satisfied
Customer
(Service)
Extremely Satisfied
Customer
(Feature 1)
Sales Rep
(Service)
8

9. Identify gaps in what your Sales Force thinks
Customers value vs. what Customers actually do value
in 5 steps
Interview sales reps and
customers
Survey your sales force
Analyze the differences in
“Perceived” importance
Survey your customers
and potential customers
Align your sales and communication strategy
with what’s most important to your customers
9

10. An Example: Uncover the most important
product features
FOR EXAMPLE:
Here’s how you find out:
→ What features are most and least important when
considering the purchase of [product]?
MOST IMPORTANT
LEAST IMPORTANT
⃝
Feature 1
⃝
Feature 8
⃝
Feature 5
⃝
Sales Reps may think that Feature 1 is the most
important purchase driver when in fact Customers
indicate that Feature 5 is a more important
purchase driver.
Test up to
20 different features
or variables!
10

11. Another Example: Determine the ideal
frequency to visit Customers
FOR EXAMPLE:
Here’s how you find out:
→ How frequently should a sales rep visit you?
MOST IMPORTANT
LEAST IMPORTANT
⃝
1x / week
⃝
1x / month
⃝
1x / quarter
⃝
Sales Reps may learn that Customers want to see
their Sales Rep more often than expected (or less often!).
11

12. A Survey Example: Uncover what
characteristics Customers seek in a Sales Rep
FOR EXAMPLE:
Here’s how you find out:
→ What characteristic is most and least important
to you in a company sales representative?
MOST IMPORTANT
LEAST IMPORTANT
⃝
Responsiveness
⃝
Knowledge of Product
⃝
Speed
⃝
Optimize your Sales Force by understanding
what Customers value in a Sales Rep.
Test up to
20 different variables!
12

13. The results reveal how Sales Reps and
Customer perceptions differ
Customer Segment 2
Customer Segment 1
Importance of visiting
Customers 1x/week
Sales Rep
Customer Segment 1
Importance of
Feature 1
Sales Rep
Customer Segment 2
Customer Segment 1
Sales Rep
1
Least
important
Customer Segment 2
10
Most
important
Importance of
Sales Rep
Responsiveness
13

14. By understanding your Customers
and where your Sales Force may
have misperceptions, you can
identify opportunities to improve
Sales Force effectiveness:
→ Messaging
→ Emphasizing strengths
→ Improving important
weaknesses...
14

15. http://www.themarketechgroup.com/
USA
502 Mace Blvd, Suite 15
Davis, CA 95618
PH: + 1 530-792-8400
FX: + 1 530-792-8447
Europe / France
3 rue Emile Péhant
44000 Nantes
PH: +33 (0)2 72 01 00 80
FX: +33 (0)2 40 48 29 40

16. MEASURING THE VOICE-OF-CUSTOMERS IN HEALTHCARE
MARKET
OPPORTUNITY
ASSESSMENT
NEW
PRODUCT
ROADMAP
PRICING
OPTIMIZATION
SALES & MARKETING
COMMUNICATION
GO-TO
MARKET
EXECUTION
METHODOLOGIES
Qualitative
Quantitative
MARKETS SERVED
16
MEDICAL IMAGING
MEDICAL DEVICES AND DIAGNOSTICS
HEALTHCARE IT
PHARMACEUTICAL INDUSTRIES
TECH TRANSFER