A leader in the field of in-vitro diagnostics for 50 years, bioMérieux serves in more than 150 countries through 42 subsidiaries and a large network of distributors. bioMérieux provides diagnostic solutions (reagents, instruments, and software) which determine the source of disease and contamination to improve patient health and ensure consumer safety. Its products are used for diagnosing infectious diseases and providing high medical value results for cancer screening and monitoring and cardiovascular emergencies.
bioMérieux offers a wide range of highly technical products to its customers, requiring sellers to be equipped with engaging, easily accessible content. Its sales team needed an intuitive, scalable sales enablement solution. After evaluating several solutions, the company selected Showpad.
“The project roll-out, which includes a parallel initiative to equip the commercial teams with tablets, is moving ahead at record speed.”
I am Garett Dalton, I’m Co-Director of Multichannel Marketing Communications at bioMérieux.
What challenge was bioMérieux looking to solve?
Our challenge was basically addressing marketing efficiency and empowering the sales to different types of conversations and supporting the sales rep to have those conversations with our customers.
What attracted you to Showpad?
Showpad for us represented simplicity. Simplicity in the sense that it was simple to use and we could ensure there was adoption by the salesforce, which is key, and simplicity in terms of managing the content from a marketing perspective.
What results have you seen with Showpad?
There’s lots of KPIs and numbers out there, but ultimately Showpad for us represents success, because the salesforce have adopted it, and marketing sees the value. I’ve had internal colleagues come up to me and say this has been the most successful project they’ve worked on — and that’s been the general manager of an affiliate — and when you hear that you know it’s been successful.
We also have KPIs and adoption levels at 90 percent, but really it’s this quality of feedback that is the gamechanger.
What are your favorite things about Showpad?
Three favorite things I like about Showpad: number one, the salesforce adopted easily, so that’s always a key one. From a marketing perspective, it gives us numbers on the usage of the content. So that’s key for the marketing conversation and strategy.
The third thing, a more personal one, I would say, is we want to engage our customers in a more advanced way to have conversations with the salesforce, and this is what Showpad enables us to do as well.
What does Showpad usage look like at bioMérieux today?
So Showpad for us today; all the salesforce are using it — the commercial organization across the globe. What we want to do is empower the salesforce with the conversations that they’re having with their customers. So, as we’re growing, as this project is moving out, we’re moving from presenting presentations to our customers right through to interactive dialogues and more personalized and more nonlinear presentations. And this is in fact the project that we’ve worked on. It’s a project called sepsis diagnosis, facilitating the diagnosis of sepsis using an app to assist the customer understand the challenges required by sepsis, and to support the salesforce have a more value-driven dialogue with the customer.
How do you feel about winning the Sales and Marketing Excellence Award?
Very pleased to receive this award, also because the project we’ve submitted is about driving the awareness of sepsis. Sepsis is an infection of the blood that touches 28 million people per year and has a huge mortality rate going into several millions of people. We believe that we have solutions that can address this issue and ultimately reduce mortality. Having said that, it is a complex solution to promote, and this app aims to drive awareness of sepsis among different stakeholders that we would have. And secondly, assist our sales have that dialogue around sepsis, which is not an easy one to address. So, we’re very pleased that we can drive awareness of sepsis through this award. And thank you to all the colleagues who’ve helped on this.