Two years after the introduction of a new ophthalmic microscope only two had been sold. Two years of door knocking virtually fruitless. But it’s not the doors you knock that matter, it’s who invites you in. Ideas Unltd helped identify a core target market of just 80 hospitals. Offering an audit of ageing ophthalmic microscopes, sales reps suddenly got in front of more than 40 key decision makers. It took less than 12 months to sell the next 16 microscopes and the campaign paid for itself more than 30 times over.
A magnifying glass was sent out in a transparent box with an audit invitation.
The audit was a thorough inspection of all vital parts of the microscope. More than 40 audits were carried out and 16 resulted in a sale of a new ophthalmic microscope. An audit report for the hospital management was an important part of the campaign.