Prohibition & Huthwaite International – The cure and the cause: surviving and thriving in Med Tech by Prohibition

Some details

Objectives

• Drive quality leads from senior level sales professionals of Med Device companies throughout Europe

• Achieve a campaign ROI of at least 8:1 

• Position Huthwaite International as the leading authority on training and skills development, and build credibility in the Med Device sector 

• Generate positive brand awareness for Huthwaite International among the Med Device

The core audience for the campaign was very niche and hard-to-reach.

Huthwaite International is a global leader in skills development, specialising in senior-level sales training. Medical Devices was identified as a key market. 

Prohibition conducted focus groups with Huthwaite clients operating in the sector in order to grasp the nuances in this fast-changing industry. 

While Med Device sales is a highly-skilled sector, professionals are increasingly struggling to meet their quota, a worrying trend caused by sales techniques failing to adapt in line with the evolving buying behaviours. However, this was an issue rarely talked about.

We decided to focus our strategy on meaningfully engaging with Huthwaite’s core audience by addressing this head-on, providing valuable advice, empowering them to survive and thrive in the future. 

We conducted social listening into the behaviours of this niche audience, revealing the core channels where Med Device sales professionals seek content and advice. 

We created a four-stranded strategy to effectively engage, a detailed advice-led white paper hosted on a ‘lead generation’ landing page containing new information related to their pain points, holistic PR tackling the issues, delivered through a series of features, profiling pieces and press releases, social amplification on LinkedIn, and a keynote from Huthwaite’s CEO to launch the paper to hundreds of delegates.