Our client, a leader in neurosurgery had acquired a neuromodulation device for the treatment of migraine and wanted to do a selective launch in several key countries. In order to set up the product launch strategy it was imperative to understand 2 key issues: what was the ideal sales set up and also who were the stake holders within the purchasing process.
We conducted 40 qualitative interviews per country with neurologists, neuro-surgeons, pain specialists and procurement managers. The aim of the survey was to understand the purchasing process in depth and to ascertain which sales model would be more adequate in each market: distributor model or direct sales.
In order for our client to succeed it was imperative to select a highly motivated and specialised sales force which would need to be trained. None of the distributors had any relationship with neurologists (who are key referrers) hence, our client needed to organise a direct sales force with country key account managers who would build the relationship within the neurological and pain management network prior to targeting neurosurgeons or purchasing managers.