THE CHALLENGE
Managing rapid growth required content insights.
BVI sells more than 2,000 ophthalmic surgical products, chiefly to hospitals and surgical centers. BVI had grown rapidly over the past few years via organic and inorganic growth. With an expanded portfolio, the business had to gain insight into which marketing content was valuable to both the sales team and customers. In addition, to ease adoption and encourage use, any solution had to integrate with BVI’s instance of Salesforce.
THE SOLUTION
Simplifying the complex buying process for sellers and customers.
BVI chose Showpad because of its clean user interface, its ability to simplify the emailing of materials, its analytics and reporting capabilities and its ability to allow sales reps to work from within Salesforce. Showpad makes it easy for sellers to collect and share content in any format, which is particularly important in this industry.
The hospitals and surgical centers that BVI sells to have long chains of command, meaning that buying decisions must go through several rounds of review. Even though video and other digital formats are increasingly popular, paper-based materials are still an important part of the process.
With Showpad, reps can, for example, instantaneously send PDFs to provide technical specifications on a product they have just demonstrated through an iPad video. They can then track what content has been viewed and follow up in targeted ways for greater control of the buying process.
“Now, instead of carrying boxes of brochures to a trade show, we just carry an iPad. ”
Prathyusha Gunda
Senior Global Product Manager at BVI
THE IMPACT
Driving adoption and engagement to increase seller effectiveness.
To begin the Showpad roll-out, BVI Marketing engaged a select group of North America-based sales leaders to help determine how content could best be organized and displayed. Then Showpad was introduced to the sales team via a series of webinars. The Marketing team followed the same practice in other regions. This ensured that enthusiasm about Showpad would be communicated to individual sales reps, encouraging adoption.
Over the five quarters since Showpad has been in use, BVI has noted a steady increase in total sessions each quarter representing a 12% CAGR over the same period. The sessions grew by 57% from the first quarter to fifth quarter since introducing the application. Unique sessions per month more than doubled from the first month.
“With Showpad, not only can we see who our ‘super-users’ are and what content they’re sharing, we can also tap into their expertise in training others,” says Prathyusha Gunda, Senior Global Product Manager.
“With Showpad, we can see who our ‘super-users’ are and tap into their expertise in training others. ”
Prathyusha Gunda
Senior Global Product Manager at BVI
When the company re-branded itself as BVI early in 2018, Showpad provided Marketing with critical insight into which content should be re-formatted first.
In addition, Showpad makes it easier for BVI to tell its brand story at trade shows, a core company marketing effort. With Showpad in “kiosk” mode, BVI staff can run demos, show videos and share content on giant touchscreens.
