Case study
Cipher Surgical
Repositioning and relaunching a laparoscopic platform with messaging, imagery, and sales materials.
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The challenge
Without the right tools, even a strong sales team is held back
Merit Medical is a global leader in the medical device industry, operating across multiple continents with a reputation as a trusted partner in healthcare worldwide.
Their internal Salesforce Excellence programme was already equipping the sales team with stronger, more effective questioning techniques, but they needed the right tools to support value-based conversations tailored to each customer's needs.
Our approach
Built around real customer concerns
We set out to determine which materials would have the greatest impact and what they should include. To achieve this, we collaborated with both the sales and marketing teams through a series of in-person and online workshops, drawing on the sales team's deep understanding of customer priorities and the real questions they hear every day.
After analysing the entire sales process to identify bottlenecks that were stopping customers from moving forward, we identified two key solutions.
01
Interactive sales aid
Structured around real customer concerns, fully referenced with clinical data, and designed for seamless usability on tablets, desktops, and phones. To streamline the process and reduce the burden on Merit, we also prepared all materials for regulatory review.
3 months from start to finish*02
80% video
Scripted, filmed, and edited to provide a high-quality, informative resource that could be shared ahead of meetings via email or WhatsApp. Once the tools were created, we trained the sales team on how to effectively use them and ensure customers engaged with them.
2.5 months from start to finish**Timelines include full regulatory review and approval
The impact
Everything changed
Feedback has been overwhelmingly positive. The 80% video does much of the initial groundwork, allowing the team to focus on deeper discussions. The interactive sales aid, often used on tablets, has been well received by customers, appearing to them like an intuitive app.
Pre-educated customers
Stronger understanding of the technology before meetings begin
Time back for your team
Your sales team spends less time answering the same questions because customers arrive already informed
Streamlined sales
More productive customer conversations that drive faster conversions and revenue growth
See what we delivered
Rolled out across multiple divisions
Following the success of the initial programme, Merit Medical rolled out the approach across multiple divisions, applying the same value-based sales tools and methodology to additional product lines and markets.
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Certified StoryBrand agency and Endless Customers coach
The only agency in the medical device industry certified in both.