Creating A New, Self-Servicing Market For Medical Antiseptic!
Johnson & Johnson are a conventional professional health-care consumables company. At the time we began consulting to them, their admirably large sales resulted from (rather expensive) personal visits from a small army of sales representatives.
But what do you do when the account just isn’t big enough to support the cost of a sales call? Well, in J&J’s case, up until we worked with them, they simply ignored it.
The result was a vast missed opportunity made up of tiny, but regular sales that could have been made to hundreds of doctors’ surgeries and small medical centres.
The combined sales of all these tiny, self-servicing accounts, each faxing in their orders as often as they required grew to exceed a number of J&J’s major hospital accounts – all for the cost of an occasional top-up order form mailing (as opposed to expensive personal sales calls).
Until we introduced the antiseptic self-order pack (to be followed by similar kits for a number of other product categories), it was apparently quite common for these smaller medical sites to use whatever disinfectant the receptionist happened to pick up at the local supermarket.
For this reason alone, it could be argued that the Write Stuff’s self-order program for Johnson & Johnson contributed greatly to the common good by ensuring that medical-quality antiseptic became readily available for use in this class of medical premises. You might want to mentally say thank you the next time you lay down on a (now hopefully properly disinfected) medical centre examination couch.