Sales Team Brief
Defend & Grow CryoCuff Cold Therapy Market Share
Contents Page 1 – Contents & ExecuƟon Checklist Page 2 – Background | ObjecƟves | AcƟon Plan Page 3 – Key Messaging | Value ProposiƟon | Talking Points Page 4 – Temperature Analysis TesƟng Page 5 – Temperature Analysis TesƟng – Thermal Images Page 6 – ConsultaƟve Sales QuesƟons
ExecuƟon Checklist
Confirm meeƟngs with priority accounts. Review and rehearse key messaging. Familiarise yourself with Temperature Analysis TesƟng results. Prepare clinical references to share where needed. Communicate 25-pack sustainability and cost advantages
Territory:
Target Accounts: 1. 2. 3. 4. 5.
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Background Our CryoCuff Cold Therapy line is under aggressive compeƟƟon from Promedics, Eureka, and other suppliers offering inferior, low-cost alternaƟves. The key challenge is a price play. We must act decisively to protect market share and build long-term customer loyalty.
ObjecƟves 1. Protect: Safeguard exisƟng business with key accounts by leveraging our product's unique strengths. 2. Recover: Win back lost business using evidence-based differenƟaƟon and targeted messaging. 3. Strengthen RelaƟonships: Reinforce Ɵes with decision-makers and key stakeholders.
AcƟon Plan
1. Engage Priority Accounts:
o Schedule meeƟngs with high-priority accounts. o IdenƟfy key stakeholders to target during discussions.
2. Deliver Key Messages: o Highlight CryoCuff's unique clinical, operaƟonal, and paƟent benefits (see “Key Messaging” below). o Emphasize compaƟbility and safety advantages. 3. Leverage Data: o Use Temperature Analysis TesƟng as supporƟng material (details below). o DO NOT share this tesƟng document directly with customers but reference findings confidently. 4. Provide Resources: o Offer access to clinical reference document (ienovis link or PDF version) for customers requiring deeper insights. 5. Promote 25-Pack Offering: o Consolidated orders reduce costs and support sustainability goals.
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Key Messaging
Custom Fit for BeƩer Outcomes: CryoCuff comes in 3 sizes, providing tailored cold therapy and compression, unlike universal wraps that may deliver inconsistent results. Clinically Proven Efficacy: 20+ years of use in NHS/private hospitals, treaƟng over 400,000 paƟents. Backed by exclusive published clinical evidence—no compeƟtor offers equivalent proof. Safe CompaƟbility: CryoCuff wraps and buckets are designed exclusively for one another. Mixing systems is "off label" and potenƟally unsafe. Superior Cooling Performance: Independent Temperature Analysis TesƟng proves CryoCuff delivers more effecƟve cooling across all knee areas compared to Promedics wraps. Sustainability Commitment: New 25-pack reduces shipping costs and carbon footprint. Added Value: Free clinical training (2 sessions/year). Gravity cooler buckets/tubes provided free based on volume commitments. Flexible Purchase OpƟons: Available direct or via NHS Supply Chain at £25 per cuff (12-month minimum standing order for direct purchase).
Value ProposiƟon
Talking Points 1. Why CryoCuff Outperforms CompeƟtors:
o Design: Single-layer contact for opƟmal cooling; corrugated wrap structure for targeted compression. o Efficiency: Faster fill Ɵmes and beƩer water flow. o Cooling Range: Proven superior performance (23.3°C vs. 26.7°C on anterior knee). 2. Countering Low-Cost Products: o Highlight risks of universal sizing and subopƟmal cooling (as proven in Temperature Analysis TesƟng). 3. Commitment to Training & Support: o Reinforce our ongoing value beyond the product itself.
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Temperature Analysis TesƟng
ObjecƟve: Compare cooling effects of AirCast CryoCuff vs. Promedics CryoCold Wrap. Methodology: Setup: o Both systems filled with 2L water and 500g ice. o PaƟent: Medium size, no knee injury. o Wraps applied as per IFUs (CryoCuff to leŌ knee, Promedics to right knee). o Treatment delivered for 30 minutes. Measurement: o Thermal imaging camera used to measure temperatures post-treatment. Results: 1. Anterior Knee Cooling:
o CryoCuff: 23.3°C o Promedics: 26.7°C
2. Lateral Knee Cooling:
o CryoCuff: 26.1°C o Promedics: 28.6°C
3. Medial Knee Cooling:
o CryoCuff: 25.3°C o Promedics: 30.3°C
ObservaƟons:
CryoCuff delivers superior cooling across anterior, medial, and lateral knee areas. Larger cooling area and focused cold therapy provide measurable benefits.
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TesƟng Images
Figure 1 – Anterior Knee. CryoCuff on RIGHT of image (LeŌ Knee) and Promedics on LEFT of image (Right Knee)
Figure 2: Lateral Aspects of Knee. CryoCuff on RIGHT image & Promedics on LEFT image
Figure 3: Medial Aspects of Knee. CryoCuff on RIGHT image. Promedics on LEFT image.
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ConsultaƟve Sales QuesƟons
1. Understanding Pain Points "What challenges have you faced with your current cold therapy soluƟon in terms of paƟent outcomes, operaƟonal efficiency, or staff saƟsfacƟon?" Purpose: IdenƟfies gaps in their current supplier's performance, creaƟng an opportunity to highlight CryoCuff's advantages. 2. Exploring Decision Criteria "When evaluaƟng cold therapy products, what are the most important factors for your team—clinical evidence, paƟent comfort, cost, or something else?" Purpose: Uncovers their prioriƟes and allows you to align CryoCuff’s strengths, such as proven efficacy and paƟent-specific sizing, with their decision-making criteria. 3. Probing CompaƟbility Concerns "Have you experienced any issues with product compaƟbility, safety, or compliance when integraƟng different cold therapy components?" Purpose: Highlights the risks of using non-compaƟble systems (e.g., Promedics) and posiƟons CryoCuff’s exclusive design as the safer, more reliable opƟon. 4. Exploring Value Beyond Price "Beyond pricing, what addiƟonal support or services would make the biggest impact on your team’s success with cold therapy treatments?" Purpose: Moves the conversaƟon beyond cost and emphasizes CryoCuff’s value-adds, like clinical training sessions and dedicated reference materials. 5. Encouraging Long-Term Partnership "What could we do differently to ensure we meet your goals for paƟent care and operaƟonal efficiency over the next 12 months?" Purpose: PosiƟons Enovis as a proacƟve partner commiƩed to their success, opening the door for long-term supply agreements like the 25-pack offering.
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