As a marketing analyst, I worked on a variety of projects including marketing initiatives, sales, operations, and finance. Above are a few pages from the 24 page marketing literature for the failing product line that I revamped. The full literature packet can be found at the link at the top.
Below are the brief breakdowns of some of my projects in that role.
Standard Packs Revamp
Problem- DeRoyal’s standard pack line and literature was outdated, stale and producing little (in some cases, zero) revenue.
Process- Researched standard packs across the industry, consulted physicians and nurses, developed 15 new standard packs, led development of new literature packet with graphics team, adjusted compensation plan for standard packs, and led marketing strategy.
Result- Projected $900k in annual sales over 15 packs. Rolled out product line, literature packet, new compensation plan to all reps at national sales meeting.
Tape Strips
Problem- After a change in the back table cover composition, the adhesive on the tape strips were moving during sterilization and not sticking.
Process- researched adhesives that would not move under sterilization heat, stick to the new back table covers, were health code compliant(no latex), cost efficient
Result- Found that the current adhesive was rubber based (not acrylic based) and had a softening point below 130 degrees. Found acrylic-based alternatives, coordinated with engineering. Ran several tests for adhesive as well as tape strip and found a successful alternative that was roughly 1/3 the cost. Saved over $40k annually.
Boxing
Problem- Customized packs allowed for inefficiencies in boxing. Very often packs were not filling out boxes and resulting in costs to sterilize semi-empty boxes.
Process- Led team of analysts to gather dimensional data at manufacturing plant over 3 month period and organized into database
Result- Identified trends for certain categories of packs. Provided new boxing recommendations, input data into JD Edwards database to be used for manufacturing, operations, and sales team.
Categories
Problem- Customized packs were inconsistently sized and difficult to spot trends, give product recommendations, draw conclusions based on pack type.
Process- Developed 2 tier categorization model for around 3000 custom surgical packs
Result- Briefed sales support team on categorization criteria and audited progress of category input. Input data into JDE to be used for recommendation software