Originally Published MX November/December 2005
TOPSPIN
A Sales and Marketing Team Effort|
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Toshiba America Medical Systems Inc. (Tustin, CA) created its speakers bureau last year to respond to the need for physicians and other healthcare professionals to understand the latest technology used in diagnosing cardiovascular disease. Currently, the company hosts about 40 events per year, averaging 65 attendees at each event. These events, which cost the company about $15,000 each, can result in significant sales—as much as $5 million or more per event.
Marketing is critical to Toshiba's speakers bureau's success. Initially, the program was marketed internally to the sales department. With the help of an individual who believed in the speakers bureau model and could share results, presentations were made to sales management. Once sales saw the value and started scheduling events, Toshiba's speakers bureau had life.
Promotion then focused on attendees. By creating flyers and posters, Toshiba shares information on upcoming events. The flyers are distributed by mail, e-mail, and in person. The company's most successful events are a result of enthusiastic salespeople who use both electronic and regular mail to distribute information on the event, and deliver copies in person as much as possible.
Because approval of these presentations takes time and flyers can't be distributed until the continuing medical education team makes its final review, save-the-date cards are also created. Again, these are distributed in a variety of ways to the potential audience. These materials generate attendance, but also provide another opportunity for the sales department to touch the customer. Notices are also posted on the company's Web site.
Promotion does not end the day of the event. Providing conference materials to those who were not able to attend gives salespeople another opportunity to talk to prospects.
Based on the success of its cardiology program, Toshiba plans to expand to other specialties, such as radiology and oncology, next year.
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