Sales enablement is all about arming reps with powerful sales tools that enable them to close deals and generate leads.
In the medical device world, sales reps and marketers cater to a wide range of decision-makers, each with specific pain points that need to be properly addressed by sales.
For example, the pain points of a radiologist in a rural outpatient facility with a large geriatric population are completely different from those of a C-suite executive at a Level 1 trauma center in a major metropolitan area.
Sales enablement tools need to be tailored to these unique audiences, but this can be difficult when weighing the resources and bandwidth of marketing teams. Adding to the challenge is the fact that sales enablement tools need to be delivered fast, while also adhering to brand and regulatory guidelines.
Fortunately, the use of modern marketing technology–such as a marketing portal–allows medical device marketers to streamline the steps it takes to create, manage and distribute powerful sales tools. Additionally, prioritizing speed to market and personalization strategies will help set your sales team up for continued success.
Here are our top tips for implementing modern marketing technology and strategies into your sales enablement program.
1. Centralize and Streamline Sales Collateral
One of the most effective ways medical device marketers can centralize and streamline sales collateral is through the use of a marketing portal.
With a marketing portal, marketing teams can house their sales team's entire library of assets–such as business cards, brochures, sell sheets, business stationery, product information kits, trade show materials and more–in an easy-to-use, web-based platform.
Sales reps can order pre-printed, ready-to-ship marketing assets or customize pre-approved templates with customer names, logos, images and messages.
The portal provides 24/7 self-service access for users to create, order and distribute the marketing materials they need, including but not limited to:
- Letters to decision-makers, such as the C-suite and HCPs.
- Product flyers, corporate brochures, presentation folders and business cards.
- Patient education brochures.
- Event and trade show materials.
>>>Related Resource: Learn how medical device marketers improve operational efficiencies through a centralized marketing portal.
2. Make Sales Collateral Accessible and Easy
The self-service access of a marketing portal is a game-changer for marketing departments and sales teams.
By uploading pre-designed and pre-approved templates to the marketing portal, marketing teams can provide sales reps with an arsenal of marketing assets they can tailor to each and every one of their prospects with minimal oversight from marketing. This greatly expedites speed to market, which is critical for competitive business environments.
Self-service access is made possible thanks to customizable settings in the portal that provide enterprise-level control over all user activity, including:
- Who can access the portal.
- What marketing materials each sales reps can order.
- How much each sales rep can order.
- What marketing materials can and can’t be customized.
- Final sign-off on all orders through automated approval routing.
>>>Related Resource: Learn more about what a marketing portal is and how it benefits marketing and sales teams.
3. Expedite Speed to Market
Getting sales tools in the hands of prospects quickly (and before the competition) can be the difference between winning and losing a deal.
With self-service access to the portal, sales reps can personalize brand and regulatory-compliant content specific to prospects and clients or events and meetings, and deliver it on their own schedule (aka, ASAP).
Sales tools can also be adjusted quickly to adapt to new opportunities or information, including:
- Changes in consumer behavior that require a shift in messaging or positioning.
- New policies, regulatory requirements or legislation.
- News, studies, insights, trends or information.
In addition to creating customized marketing materials, a marketing portal provides the same 24/7 self-service access to order pre-printed, pre-assembled items from inventory.
Keep in mind that not all marketing portals are the same. For example, the Jet Mail Marketing Portal is directly linked to a state-of-the-art print shop, commercial mail house and 80,000 sq. ft. fulfillment center. These in-house, all-in-one marketing fulfillment capabilities drastically expedite speed to market by:
- Reducing the number of vendors in the supply chain.
- Allowing reps to send sales tools directly to their prospects.
- Ensuring brand-compliant, ready-to-ship materials are always on the shelf.
>>>Related Resource: Learn more about how to get your message in front of customers first.
4. Focus on Advanced Personalization Techniques
Personalized, hyper-targeted sales tools that speak to the individual build trust and can be the difference between a won or lost deal, especially in competitive business environments.
93% of businesses saw increased revenue when they focused on personalization.
However, asking marketing teams to constantly halt operations to develop, design and distribute personalized materials could mean hundreds of collateral requests per week.
A marketing portal allows sales reps to personalize the materials they need without pulling in marketing resources each and every time.
For example, the decision-makers involved in a large medical device purchase for a hospital could be from the C-suite, radiology department, emergency room or all of the above.
A marketing portal allows sales reps to personalize pre-approved templates with messaging that resonates with the individual decision-makers, such as:
- Explaining how the product expedites workflow, resulting in cost savings and operational efficiencies that resonate with the C-suite.
- Including product specs that focus on speed and accuracy to improve patient outcomes in the ER when time is critical.
- Providing images of the system's high-resolution scans to show how the product makes it easier for a radiologist to detect disease.
>>>Related Resource: Learn more about how personalization is one of the biggest trends in healthcare marketing.
5. Uncomplicate Compliance
The manual legal and regulatory review process can take weeks, but corners can’t be cut when it comes to ensuring all sales collateral is 100% compliant.
A marketing portal makes collateral management, including legal and regulatory updates, simple and straightforward. For example, if new regulatory statements need to be included for all product literature, you can immediately update all impacted assets in the portal. For items that can’t be personalized within the portal, simply set the regulatory language as an unmodifiable part of the template.
>>>Related Resource: Learn more about how marketing portals can uncomplicate more than just compliance.
Sales Enablement Solutions with Jet Mail
Sales enablement solutions require a marketing fulfillment partner that understands the medical device industry inside and out. At Jet Mail, we specialize in speed to market, personalization and data-driven print solutions–even when there are dozens of regulations and standards to comply with. Learn how the Jet Mail Marketing Portal can amplify your sales enablement strategy by requesting a demo.