Wright Medical Technology, Inc., headquartered in Arlington, TN, is a global designer, manufacturer and distributor of orthopedic implants and instrumentation. A trailblazer in orthopedic technology, Wright has continuously set new standards and introduced innovations since its inception 50 years ago. In a competitive and service intensive sphere like medical equipment sales, companies need to have an extremely agile sales force. Quick responses are needed to follow and close geographically scattered sales leads, and to provide extensive equipment training and support on demand.
The travails of medical sales
In a competitive and service intensive sphere like medical equipment sales, companies need to have an extremely agile sales force. Quick responses are required to follow and close geographically scattered sales leads, and to provide extensive equipment training and support on demand. Selling is highly personalized as sales persons need to educate medical professionals about the features and benefits of their products extensively. Wright meets these rigorous demands through its expansive and flexible network of Independent Sales Representatives. Our sales team is spread across several states and work primarily from their home or car, says Gerald Wonneberg, Director of Field Communications for Wright.
Managing distributed teams
Communication is critical, because all instructions and support are provided remotely. Teams need to plan schedules, share reports and documents, exchange information on sales leads, and be motivated. Getting marketing documents to reps is particularly important considering the sensitivity of the field of reconstructive joint devices and biologics. Extensive materials on specifications & instructions are required to convince doctors and provide support. Moreover, this is an ongoing need since new products are constantly added to the line.
But the fact that sales reps were distributed & always on the run posed major coordination problems for Wright. WMT needed a way to support and maintain communication with its sales force, recounts Gerald. It was hard to track who was where, coordinate schedules, and efficiently provide instructions and support materials. We needed a way to view reps calendars and share documents, adds Gerald. Infrastructure Blues
HyperOffice has helped keep remote sales teams in the loop and up to speed in these changing times.
Enhanced team spirit
Team coordination has improved as a result of enhanced communications. The management is now more aware of issues facing distributed reps and can provide support accordingly. Management is more in tune with the sales representatives, asserts Gerald.
Responsiveness to markets
HyperOffice has helped Wright be more responsive to market changes and customer needs. Information bottlenecks are a thing of the past, and reps can get all the support they need from the head office, when it is needed. We are able to provide support to the remote representatives faster, Gerald emphasizes.
As a result of enhanced information flow, the ultimate benefactors have been customers. Communication is improved and we are better able to service our customer’s as a result. HyperOffice allowed everyone to be on the same page! Gerald concludes.