Business Opportunity: The market leader in x-ray equipment realized that its market segment was maturing. In order to continually grow, they would need to expand beyond their core segments. They also recognized that their existing product lines would need to expand to support the needs of new markets.
Solution: Through interviews with key stakeholders, customers and industry experts, we identified the need to expand beyond the current x-ray systems into digital imaging. We developed the business case to pursue new digital technology, and helped the company craft the new product development strategy.
Although the primary goal project was to develop new digital technology, our research also revealed that there was still potential for the existing product line. We identified a new and growing market niche for the existing x-ray equipment, and helped the company to establish a sales channel to tap into this market.
Results: Sales of the existing product line grew over 20% and helped finance the new initiative. As a result, the company was able to launch several new digital products within 12 months.
Landing new clients with word-of-mouth marketing
Business Opportunity: Leading oncology hospital found that its current method of attracting new patients was costly and providing diminishing returns.
Solution: Leverage past patients to bring in new patients by developing a referral program. We created mentoring programs for new patients and developed referral literature for past patients to distribute to prospective patients.
Results: New patients grew by 20% within the year.
Optimizing Sales Force Performance
Business Opportunity: Once-growing micro biology company with now stagnant sales.
Solutions: Established a lead generation program involving insides sales and trade shows in targeted market segments. Focused the field sales force on penetrating current accounts and closing leads. Created key accounts position for national customers.
Results: Company sales grew over 15% in year 1, and company made acquisition in one of the targeted market segments.
Early Stage Company Succeeds Against Entrenched Competition
Business Opportunity: Launch a new medical product despite competition from a large dominant player.
Solution: Kurtz Consulting developed and implemented the clinical, marketing and PR strategy, leading to over a dozen articles accepted for publication in peer-reviewed journals and presentation at conferences.
Results: Grew sales by ten-fold and achieved traction in the marketplace, leading to acquisition of firm by Smith & Nephew for $111 million.
New Product Conceptualization & Launch for a Consumer Durables Company
Business Opportunity: The client was the dominant player in the industry. In order to continue its growth strategy, the client wanted to branch out into another market.
Solution: Kurtz Consulting researched customer needs and identified product specifications to modify the client’s technology for the new marketplace. We then worked with internal staff to develop, launch and market the product.
Results: The resulting product launched the client into industry leadership in the new market. The client experienced double-digit sales growth, and its brand emerged as the premier name in the industry across multiple markets.
"Debra Kurtz is an incredibly quick study on learning a business concept, and coming up with creative ways to market it, or expand its current marketing. In addition, she is very attentive to details. I have also observed her to be extremely customer focused, and very helpful to others learning how to be more effective in project management or in consulting with firms."
Richard E. Augspurger
President
Human Capital Management Consulting Services, Inc.
©2012 Kurtz Consulting Inc. | Designed by Integrated Web Solutions
