CHALLENGE
An enterprise medical device company and current RepSignal® user partnered with S2N Health to address a decline in orders for one of its GI diagnostic products, driven in part by suspected overstock at key accounts. While the product has regulatory clearance across two GI indications, usage was heavily skewed towards one, leaving significant white space and untapped growth potential for the other. These dynamics created an urgent need to reduce overstock and reignite demand by tapping into significant growth potential in the underutilized indication, particularly in outpatient settings of care.
SOLUTION
Working closely with marketing & sales, S2N developed a data-driven strategy focused on three key goals:
- Find high-potential accounts for quick wins in underused markets
- Calculate total addressable market size and opportunities in the U.S.
- Deliver actionable insights effectively to field teams with RepSignal in Salesforce
This approach enabled the sales team to strategically focus on high-value outpatient sites and prioritize field engagement with physicians most likely to adopt the product. At the same time, S2N Health provided a clear view of the broader market opportunity and long-term growth potential for the GI product use in the underutilized indication, equipping the commercial team with long-term growth projections to support resource planning and investment in this opportunity. The custom-generated list of target accounts and physicians were delivered to the commercial team through RepSignal in Salesforce, ensuring that strategic insights reached the last mile and translated into focused, data-driven action in the field.
S2N’s 3-Step Approach
IMPACT
By leveraging S2N Health’s insights, the commercial team activated a focused, data-driven strategy that prioritized high-opportunity accounts and providers. This approach not only enabled more effective field execution, but also fostered stronger alignment between sales and marketing around shared growth targets and resource priorities—supporting both immediate commercial impact and long-term growth in an untapped market segment.
