Thinklytics

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.

VP of Commercial Operations, Medical Device Company

In the client's terms

The question

What decisions is this reporting supposed to support?

The situation

Six months from launch with no analytics capability. Territories were being drawn on geography and existing rep relationships, without reference to procedure volume, competitive presence or account potential, and leadership had no way to see how launch was going.

What we found

The territory map was the decision that mattered and it was being made on the two variables that happened to be visible. Everything about launch performance would be downstream of it, and it was about to be locked in.

What it produced

Delivered eight weeks before launch. Territories were redrawn against account potential and captured $2.4M in additional first-year revenue, running at 1.34x the original territory plan.

The roadmap

A commercial analytics platform combining CMS procedure volume, competitive intelligence and rep performance history. A territory model ranked target accounts on procedure volume, competitive risk and rep fit. The platform was connected to the CRM so launch performance is visible from day one rather than reconstructed at quarter end.

The work behind this result

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Frequently asked questions

How should medical device sales territories be drawn?

Against procedure volume rather than geography. This device company was assigning territories on geography and existing relationships six months from launch. Redrawing against CMS procedure data found 23 mismatches between rep capacity and account potential.

What does territory optimisation produce at launch?

$2.4M in additional first-year revenue here, running at 1.34 times the original territory plan. The work finished eight weeks before launch, which is the last point at which the decision can still be changed.

Where does device demand data come from?

CMS physician procedure data shows where demand actually sits. A monthly pipeline keeps it current here and scores accounts on procedure volume and growth trend, so the sales team works a ranked list rather than a map.