Transforming bioMérieux’s Sales Approach to Drive 22% Multi-Product Sales Growth
bioMérieux, a leading provider of instruments for hospital microbiology labs, faced a pivotal challenge in optimizing their sales strategy beyond individual products. Our analysis revealed a critical need for a patient-centric, holistic sales approach to elevate their expertise beyond instrumentation and bolster their services division.
Through extensive market research, including competitor analysis, sales call observations, and stakeholder interviews, we identified a gap: customers were unaware of bioMérieux’s comprehensive range of products and services. To address this, we developed a strategic solution: The Microbiology Pathway. This graphical representation illustrated the entire journey from sample collection to patient care, effectively showcasing bioMérieux’s integrated offerings and consultative services.
Implementing this strategy involved a comprehensive suite of tactics: a revamped website, targeted email campaigns, interactive diagrams and demos, engaging videos, cohesive print materials, and impactful booth designs featuring interactive displays. This cohesive approach not only unified bioMérieux’s messaging but also enhanced customer engagement across multiple touchpoints.
The success of our approach was underscored by a notable 22% increase in multi-product sales. Encouraged by this achievement, bioMérieux entrusted us with developing and delivering extensive sales training sessions for their North and South American teams, culminating in a successful rollout at their annual sales meeting in Las Vegas.
By aligning strategy with customer needs and leveraging integrated marketing tactics, bioMérieux has solidified its position as a trusted partner in microbiology solutions, poised for continued growth and innovation in the healthcare industry.
