BVI grows seller engagement 57% by simplifying content for complex buying cycles

THE CHALLENGE

Rapid growth outpaced content visibility

BVI had grown rapidly through a series of acquisitions and organic expansion. With a portfolio now spanning more than 2,000 surgical products, the company had no way to understand which marketing content was actually valuable to sellers or customers.

Adding to the complexity, BVI’s buyers operate within long chains of command, meaning purchasing decisions go through multiple rounds of review. Any solution needed to support that reality — and integrate directly with BVI’s Salesforce instance to drive adoption.

THE SOLUTION

One platform to share, track, and follow up — in any format

BVI chose Showpad for its clean interface, analytics capabilities, Salesforce integration, and the ability to simplify how sellers share content in any format — a critical requirement in an industry where paper-based materials still play a role alongside digital.

With Showpad, reps can instantly send PDFs with technical specifications after demonstrating a product via iPad video. They can then track what content has been viewed and follow up in targeted ways — giving them greater control over a buying process that involves multiple stakeholders.

“Now, instead of carrying boxes of brochures to a trade show, we just carry an iPad,” says Prathyusha Gunda, Senior Global Product Manager at BVI.

THE IMPACT

Steady adoption growth and smarter content decisions

BVI rolled out Showpad methodically — starting with a select group of North America-based sales leaders to determine how content should be organized, then expanding via regional webinars. The approach ensured enthusiasm was communicated from leadership to individual reps.

The results have been consistent. Over the first five quarters, BVI saw a steady increase in total sessions, representing a 12% compound growth rate. Sessions grew 57% from the first quarter to the fifth, and unique monthly sessions more than doubled from the first month.

“With Showpad, not only can we see who our ‘super-users’ are and what content they’re sharing, we can also tap into their expertise in training others,” says Gunda.

The platform also proved its value during BVI’s rebrand, giving marketing critical insight into which content needed to be reformatted first. And at trade shows — a core marketing channel — Showpad’s Kiosk Mode now powers demos, videos, and content sharing on large touchscreens.