Customer Story: Smith & Nephew

Qstream Helps Smith & Nephew Maintain Competitive Edge in High-Growth Markets

With 96% engagement, Qstream’s mobile solution reinforces knowledge and skills of medical sales representatives in just minutes a day.

Smith & Nephew is a multinational medical equipment manufacturing company headquartered in London. Today the company sells its arthroscopy, advanced wound management, trauma and clinical therapy and orthopedic reconstruction products in more than 100 countries worldwide.

The Challenge

In 2013, Smith & Nephew expanded its global medical technology business in Turkey’s high-growth market after acquiring distribution of the company’s orthopedic reconstruction, trauma and sports medicine products from the Plato Group. Headquartered in Istanbul, Smith & Nephew Turkey now employs hundreds of medical representatives who sell the company’s leading products to doctors, hospitals and other healthcare providers.

As a Smith & Nephew distribution partner since 1995, the addition of Plato Group’s management and sales team not only enabled the medical device giant to build upon their good reputation and strong relationships there, but provided new opportunities to target key accounts more actively. To maintain a competitive edge in market, the company sought to ensure the highest levels of product and medical knowledge within its sales team across three primary practice areas: sports medicine, trauma and reconstruction, and advanced wound medicine.

The Solution

Smith & Nephew turned to Qstream’s partner, SIMGROUP, to design and implement their sales training program. A professional development solutions company, Istanbul-based SIMGROUP provides customized content and other services for developing stronger managers and sales people with a focus on skills transfer and a wide variety of flexible delivery options.

Beginning in June 2015, SIMGROUP launched a series of monthly sales training topics – from sports medicine anatomy to advanced wound management product knowledge. To ensure the new information and skills were put into practice, and to maximize the ROI of their investment, Smith & Nephew adopted an innovative mobile sales reinforcement program using Qstream.

Qstream delivers a powerfully simple, highly scalable and clinically proven approach to boosting sales performance at scale. Unlike sales enablement solutions that tether client conversations to rote presentations or processes, Qstream guarantees that reps are ready for personalized, value-added business conversations that drive revenue and keep pace with market change.

Using Qstream, sales reps respond to short, challenge scenarios pushed to their mobile device every few days, while competing against their peers to strengthen the knowledge and skills that matter most. The platform’s onboard analytics engine captures critical data points and instantly transforms them into actionable sales management insights, including targeted coaching opportunities.

“After evaluating other technologies, we chose Qstream for its unique ability to engage, motivate and prepare a sales force,” said SIMGROUP founder, Erhan Feridun. “After introducing Qstream to the client, we were pleased to see average engagement of 96% within a matter of weeks.”

Available in 16 languages without any additional programming, Qstream enabled Smith & Nephew reps to participate using the mobile app in their native language, further increasing user satisfaction.

The Results

By the end of the first 12 weeks, Smith & Nephew sales reps achieved 93% mastery of their new skills on average, and were actively applying them on the job. The result was an average 46% overall improvement in proficiency, which management attributes to the impact of reinforcement, regular team reviews, and the investment in training for a group that doesn’t normally receive this level of support.