Communicate to our medical distributors that among the many, many products they are representing that selling Cepheid products would make them money.
Approach
Get mind share with the sales reps. Using a play on our product name (Xpert) we developed a campaign with a loser vs winner idea – where if you sold Cepheid you are a winner.
Results
Our distributor sales, for the time the campaign has been running, increased by double digits.
