THE CHALLENGE
A highly technical product range with no easy way to put it in sellers’ hands
When your products screen for cancer and diagnose infectious diseases, there’s no room for a seller to show up underprepared. But bioMérieux’s highly technical portfolio made it difficult to get the latest materials to global reps at the right moment.
“In order for us to meet our customer expectations, we need our sales teams to be equipped with a wide range of presentation material that is easily accessible and successful in driving customer engagement,” says Garrett Dalton, Head of Global Digital Business at bioMérieux.
After an initial pilot with three affiliates using an alternative platform, bioMérieux’s Mobility Steering Group identified what they actually needed: a solution that was intuitive for both sellers and marketing, provided visibility into content effectiveness in the field, and could scale across the company’s global footprint.
THE SOLUTION
Intuitive, fast to deploy, and organized around how sellers actually sell
After evaluating several platforms, bioMérieux chose Showpad for its intuitive experience, quick setup, and reasonable pricing.
The team organized content into individual channels for each of its 20 affiliates currently using the platform. Each channel is structured by product range and the steps involved in the sales process — a consistent framework across the organization that ensures reps can quickly find what they need for any customer conversation.
The rollout exceeded expectations.
“The project rollout, which includes a parallel initiative to equip the commercial teams with tablets, is moving ahead at record speed,” says Dalton. “The level of acceptance has been very encouraging.”
“We are driving message alignment across the organization more efficiently.”
Garrett Dalton
Former Head of Global Digital Business at bioMérieux
THE IMPACT
Message alignment, shorter prep, and marketing visibility that never existed before
The results have shown up across both sales and marketing.
Sellers now access organized, up-to-date content from a single platform — enabling more natural, content-backed conversations with customers.
“From a sales perspective, we are seeing that by equipping sales reps with an organized platform and enabling them to quickly locate up-to-date content, we are shortening their time spent preparing for meetings,” says Dalton.
For marketing, Showpad has delivered something entirely new: global visibility into content usage. For the first time, the team can see which assets perform best in the field and use those insights to reshape content strategy around what actually drives customer conversations.
WHAT’S NEXT
Redefining content strategy around what closes deals
bioMérieux plans to use Showpad’s content usage data and direct sales feedback to redefine its approach to content creation — focusing on materials that support customer interactions and help close deals. Full adoption will take time, but the foundation is in place and the process is well underway.