IMDA Case Studies
Maxtec seeks customers for life...and it relies on specialty distributors to help identify -- and keep -- them.
Bruce Brierley, president of Salt Lake City, Utah-based Maxtec, has big expectations of hospitals:
"Our goal is to make you a customer for life," he says. Of course, Brierley understands that Maxtec
has to hold up its end of the bargain by providing excellent products as well as superior service
and responsiveness. It's a "Nordstrom's-style" approach to the market. And Maxtec relies on specialty
distributors to help it deliver just that. >> Read More
Precision Medical's "sales staff" are
its specialty distributors.
For 30 years, Precision Medical of Northampton, Penn., has had a few
constants. For example, it remains under the ownership of Clyde Shuman
and Mike Krupa, who founded the company in 1984. What's more, it has
maintained its focus on manufacturing respiratory products. And it has
relied on specialty distributors to carry its innovative products to
hospitals around the country. >> Read More
Vidacare taps into the power of specialty representation.
Vidacare Executive Vice President and co-founder Jim Thomsen faced some tough
choices when he considered how to bring his company's EZ-IO product system to
market. There was no question that, like most innovative medical technologies,
EZ-IO would demand hands-on selling by knowledgeable, technically sophisticated
salespeople. >> Read More
For Oridion, better technology called for better marketing channel.
No matter how superior a new medical technology may be to the current standard of care, it doesn’t sell itself.
Rather, it takes knowledgeable salespeople, who have earned the trust and respect of key clinical decision makers,
to drive adoption of it. That’s why Oridion Capnography (acquired by Covidien in 2012) used specialty distributors
to sell its innovative technology to anesthesiologists and respiratory therapists.
>> Read More
radiologists face a tough choice. They wear lead aprons and vests,
and use table skirts, to protect themselves from radiation that "scatters" throughout the procedure room. But the fact is, irradiated patients
emit radiation. As a result, clinicians' faces, hands, arms and legs can
exposed to radiation in harmful doses. In fact, by April or May, many interventional clinicians often have been exposed to the maximum annual
allowable amount of radiation. Here's their choice: They can either 1)
working for the rest of the year or 2) remove the badge that tells the
safety officer how much radiation they have been exposed to. Most choose
Option Number Two. >> Read More