Medical equipment supplier prepares for international expansion powered by strategic marketing

About the business

Our client was an Australian company specialising in designing and manufacturing essential patient transport equipment for global healthcare services. With a particular focus on innovation, the business has over 20 years of healthcare expertise and support a wide range of healthcare settings, including hospitals and medical clinics.

The Challenge

The business had an ambition to increase its annual revenue from $9M to $17M over two years, but there were hurdles in the way:

Queensland dominated revenue, but the rest of Australia only represented 26% or sales. There were channel opportunities to increase recency, frequency and value with key distributors and increase market share nationally.
The client had ambitions to scale the business globally with significant opportunities to be gained, but the brand was not prepared for global market entry with limited operating market understanding and global marketing capability.
Profit margins, supply and demand required careful operational management ahead of any aggressive global launch activations.
Marketing capability lacked strategic foundation to measure effectively. It was tactical and excessive in the jobs being done.
Silos of activity disconnected the marketing, sales and product development functions and lacked alignment to the business strategy.

The Customerit solution

Global Insights

Enabled the business to validate elements of their strategy, while identifying opportunities for growth across Australia, New Zealand, US and UK.

Detailed channel analysis

Of the buyer’s journey, enabled smarter channel selections, execution and performance management of tactical plans.

A communication program

With a clear message hierarchy, with a focus on product marketing and education was established.

A short-term, domestic marketing plan

Aligned to monthly commercial objectives was executed to increase market share, focusing on core business and product innovation.

The frequency of conversations between marketing, sales and external agencies

Was increased to build momentum and drive performance. Critical KPIs were developed and scorecard tracking to demonstrate return on investment.

A global positioning framework was created

Using international customer insights to combine their rational brand execution with the emotional brand opportunities.

Requirements were built for a fit-for-purpose CRM

To establish a single source of truth to inform marketing decisions.

The Outcome

Increased recency, frequency and value across all global distribution partners
Marketing and sales working together to increase commercial outcomes
Simplified and optimised their domestic tactical marketing plans which delivered a productive marketing budget focused in the right channels and minimal wastage of spend
A comprehensive go to market framework was embedded across the organisation which maximised their product marketing success
Brand positioning was adapted to prepare for global expansion and set them apart from the competition
Overall, a strong foundation was laid to enable growth across Australia and New Zealand with immediate effect and prepare for global expansion