The Challenge
ISI develops, manufactures, and markets the da Vinci Surgical System, which is designed to improve clinical outcomes of patients through minimally invasive surgery. However, hospitals and IDNs are often challenged with understanding how investments in robotics can influence hospital growth and revenue goals. ISI needed to improve their client satisfaction with hospitals and networks of hospitals (i.e., Integrated Delivery Networks) — particularly surgeons and hospital executives. Business Alignment Meeting (BAM) conversations with ISI generally led to the conclusion that the hospital should buy more robots or train more surgeons.
The Solution
In order to drive customer ROI for ISI, Atrium made information central, accessible, and actionable with CRM Analytics and Salesforce Sales Cloud. To date, 38 customer-facing, brand compliant dashboards are populated with data captured in Salesforce, ISI EDW, and third parties. We consolidated information into CRM Analytics, allowing reps to perform custom what-if analysis inside of Salesforce and see real-time results by updating metrics before meeting with hospital executives. Reps can also generate slides from within Salesforce of the dashboards they would like to use in their BAM meetings, resulting in redefining the BAM meeting to focus on customer outcomes and drive action plans on both sides. Essentially, the BAM will result in a tailored business case for the hospital based on outcomes and related measures.
The Results
Thanks to the advent of CRM Analytics, ISI has completely revamped the way they conduct business with their customers by directing conversations toward customer goals and tracking outcomes. Clinical sales teams can quickly and thoroughly prepare value statements for hospital/IDN CEO-level meetings — all specific to their market, competitive landscape, and business objectives.
