Medical Device Company · Life Sciences · Minneapolis, MN · 12 weeks
Medical Device Company Analytics & BI case study
A medical device company preparing to launch a new orthopedic implant system lacked any commercial analytics setup. Sales leaders assigned territories based on spreadsheets and gut feel. We developed a commercial launch analytics platform that pinpointed $2.4M in territory optimization opportunities before the sales team made their first call.
Challenge
With only six months before launch, the company lacked any analytics setup. Territory assignments relied solely on geography and personal rep connections, ignoring procedure volume, competitive factors, and account potential. Leadership had no real-time data to track launch success.
Approach
We developed a commercial analytics platform that combined CMS procedure volume data, competitive intelligence, and rep performance history. We created a territory optimization model that ranked target accounts based on procedure volume, competitive risk, and rep suitability. Then, we integrated the platform with the client’s CRM to track launch performance in real time.
Outcome
We used analytics to redesign territory assignments, focusing reps on the accounts with the most potential. Within six months, these new territories captured $2.4 million in additional revenue in the first year.
We dove into the CMS procedure numbers to find exactly where things were getting stuck.
We pulled CMS data on physician procedures to pinpoint where the demand for medical devices really was. Then, we built a pipeline that automatically updates with fresh data every month, no hiccups. After that, we scored each target account based on their procedure volume and growth trends. This gave the sales team clear, no-nonsense priorities. That removes the guesswork.
Sorting Out Sales Territories to Plug Coverage Gaps Before Launching
About six months before launch, we took a good, hard look at the territory assignments. We found 23 places where the sales capacity didn’t line up with the account potential. So, we reshuffled those territories to get our reps focused on the highest-value accounts. We finished all that a solid eight weeks before launch.
Results
- $2.4M Territory optimization opportunity identified pre-launch
- 1.34x Revenue vs. original territory plan
- 8 weeks Platform delivered before commercial launch
- Full Launch performance visibility from day one
Before, we were just using spreadsheets and gut instinct to plan our commercial launch. Thinklytics created an analytics platform that pinpointed the real opportunities. Using their insights to set new territories, we outperformed our original plan by 34% in the first six months.