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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