A New Perspective on Selling
As the pioneer in capsule endoscopy for evaluating the GI tract, Given Imaging had already sold nearly 2 million PillCam® capsules. Thanks to FDA clearance, the company had a new opportunity for growth: focusing its sales efforts on a specific disease.
PillCam provides a more comprehensive view of crohn’s disease. We provided a more comprehensive approach to marketing it.
Equipped with a miniaturized camera, PillCam SB capsules offer an innovative way to see inside the small bowel, providing physicians with a different perspective when monitoring and managing their patients’ Crohn’s disease.
WE SIMPLIFIED THE TALK TRACK FOR THE SALES FORCE, WITH MESSAGING THAT RESONATED WITH PHYSICIANS AND SURVIVED REGULATORY REVIEW.
To arm the Given Imaging sales force in its one-on-one efforts with physicians, we developed an informative, interactive, and persuasive iPad app.
Throughout, the target was the physician. But the focus was clearly on what really matters: