Topical Skin Glue Vs. Market Leader

Opportunity

Convert an IDN in Western New York to a new topical skin adhesive product.

Obstacles

• Many users of product in multiple departments at multiple locations.
• New product to the US, unknown commodity.
• Strong incumbent market leader with over 80% national market share

What HCP Did

• Utilized good relationship to get audience with Hospital administrators.
• Analyzed current usage/costs to determine opportunity for cost savings.
• Presented product benefits and savings and established in a closed Peri-operative managers meeting.
• Conducted a system-wide clinical evaluation involving multiple specialties including the ER.
• Worked with many departments for several months.
• Secured clinical acceptance facility by facility.

Results

Closed business displacing market leader in one of the largest IDN’s in Upstate NY.