Insightra Medical Enables a Global Sales

Team and Eliminates Waste with Showpad

CASE STUDY

After deployment of Showpad, the sales

managers loved it, and every single person
in the sales organization has adopted it. Our
printed bill for marketing assets has gone from
$100,000 per year down to almost zero.
Steve Bell – President & CMO
Case Study
Insightra Medical Enables a Global Sales Team
and Eliminates Waste with Showpad
With a worldwide distribution network and locations across the United About
States, Asia, and Europe, Insightra Medical is a rapidly-growing medical • www.insightra.com
device company with a global impact. Insightra currently provides seven • Medical Devices
major product lines, but is highly focused on hernia repair and is planning
to triple the product offering in that area over the next year. Goals
• Push up-to-date materials to a global
sales team
THE NEEDS OF A GLOBAL SALES TEAM
• Maintain version control on brochures
Insightra Medical needed to provide their sales reps with the most recent and other printed materials
product information that complies with FDA regulations. “There are huge risks • Track materials given to prospects
and consequences associated with presenting buyers out-dated content,”
explained Steve Bell, President and CMO of Insightra Medical. Bell continued,
“If a sales rep was found to be handing out an outdated brochure, or a Approach
• Centeralized content that is updated
distributor was found to be presenting it, it would be an issue the FDA would
in real-time
take up with us.”
• Paperless sales solution
Insightra Medical had difficulty providing its global sales network with the • Sales enablement platform that
most up-to-date material. As Bell put it, “We deal with complex information, tracks content usage and prospect
and we have many different stakeholders as customers. One of the challenges engagements
that we had was organizing the vast amount of information so that it could
be deployed quickly to the sales force and accessed easily.”
Results
Another major issue Insightra faced was the inability to control the different • 100% adoption rate with a global
versions of printed materials that were being used out in the field. Insightra sales team
spends close to $100,000 a year creating, printing, storing and shipping • Reduced cost of printed materials
various brochures; yet, due to rapid changes in the product line, updated from $100,000 per year to zero
regulations, or simple errors, over 50% of these brochures would end-up • Greater customer engagement and
in the trash. According to Bell, “Larger companies could spend millions on quality lead generation at trade
wasted material. It’s a cost many people don’t realize is so big, because it’s shows
not well tracked.” • Proactively manage under-
Insightra needed a solution that would allow its team to update their performance within sales force

Larger companies could spend millions

on wasted material. It’s a cost many
people don’t realize is so big, because it’s
not well tracked.
Steve Bell – President & CMO

www.showpad.com
brochures, pricing lists, and catalogues in real time, without wasting so Date founded
much material. As well, with plans to double its sales force and acquire other 2001
companies, Insightra required a solution that could scale easily and adapt
Location
to the many changes the company had planned. HQ: Irvine, California; offices in
Europe and Asia

NO PAPER, NO WASTE: Industry

Medical Devices; major focus on
Steve Bell sought to drive Insightra toward a paperless solution: “We were
hernia repair
looking for a solution that was iPad and iPhone deployed and that could
host various single files, such as brochures and price lists, while supporting
rich media formats, such as videos, which are very impactful in our industry.”
In the effort to build a paperless company, Showpad presented itself as the
perfect solution. As Bell continues; “Besides the revisioning and waste, it’s
about speed. It’s about recall, if you have to recall information. It’s about
annual updates and price lists. It’s about the fact that a piece of paper is
not interactive, and it does not create a dynamic experience for the buyer.
It’s just flat. It’s boring.”
The ability to track content was also important to Bell. Insightra had found
that, on top of the $50,000 worth of wasted brochures each year, much of the
material that made it into their prospects’ hands was being thrown away.
Bell conducted a survey of 30 surgeons at a conference, and found that 90%
of those surgeons threw away all of the printed material they had collected
at booths once the conference was over. Furthermore, as Bell admits, “for
the 10% that take the material home, you don’t know if they read it, or just
threw it away.” Without Showpad’s tracking analytics, Insightra had no idea
how much of its material was actually being consumed by prospects.
Prior to Showpad, Insightra had difficulty with the file-sharing service its sales
team had previously utilized. As Bell puts it, “Finding information in there was
like searching a haystack. You had to mentally track and communicate to the
team to get the new brochure and stop using the old one. It was a logistical
nightmare.” With Showpad, Insightra can organize its library of brochures,
catalogues, price lists, and videos in one centralized platform that can be
easily accessed by its global sales team. Insightra’s management team is
able to maintain version control, in compliance with FDA regulations, by
updating materials directly through Showpad, and can rest assured that its
sales network is using only the most up-to-date information.

It’s about the fact that a piece of paper

is not interactive, and does not create an
interactive experience for the buyer.
Steve Bell – President & CMO

www.showpad.com
ENGAGE, TRACK, AND SAVE:
Despite some initial resistance to getting rid of paper content altogether,
Bell admits, “after the deployment of Showpad, the sales managers loved it,
and every single person in the sales organization has adopted it.” On top of
achieving a 100% adoption rate, Bell continues, “our printed bill for marketing
assets has gone from $100,000 per year down to almost zero.” Armed with
insights into how prospects are engaging with content, sales reps have been
able to tailor their sales pitch and follow-up to ensure maximum impact.
Instead of paper brochures, Insightra now uses Showpad at every conference
to engage with prospects and customers. Insightra’s sales reps have prospects
interact with Insightra material on iPads at the booth, then ask them to create
and share their own Showcases. All the necessary contact information is saved
in Showpad, and those potential customers are now able to access all of
Insightra’s latest material in their inbox. In place of traditional lead generation
tools, Bell admits that using Showpad at trade shows “has generated both
more leads, and greater customer engagement.” With the ability to track
content views and shares through Showpad’s Prospect Insights, Insightra’s
sales team is able to see which prospects are engaged and identify how to
best follow up.
Beyond deploying Showpad to the sales and marketing teams, Insightra’s
management is integrating Showpad into the company’s HR mix. As Bell
states, “We have analyzed all of the sales people who have under-performed,
and interestingly, what they all had in common was that they were all in
the bottom third of users and sharers of assets on Showpad.” Insightra’s
management team utilizes information available in Showpad as another
significant tool to foresee and proactively manage potential issues with
underperformance among its sales force.

After deployment of Showpad, the sales

managers loved it, and every single person
in the organization has adopted it.
Steve Bell – President & CMO
2015.12.CS.INSIGHTRAMEDICAL

www.showpad.com