Product Launch Excellence › Sales Enablement
Your top performer knows something. It's in their head. It took them two years to figure out. It's not in any document. Meanwhile, the rest of your team are doing their own version of the pitch, one meeting at a time. We capture what your best rep knows and turn it into a system every rep can use.
Sales Enablement · 60s
47 product launches · 5 continents · 20 years in healthcare sales and marketing · Former frontline sales
Your best rep hits target every quarter. The other three are stuck at 60%. You've tried incentives, training days, ride-alongs. Nothing sticks.
Every rep tells a different story. You've got materials, but nobody uses them. The one-page leave-behind you spent three months on? It's in a drawer.
Meetings go well. People are interested. Then nothing happens. The deal stalls somewhere in the committee and nobody knows why.
You hired more reps to fix the revenue problem. Activity went up. Revenue didn't. You now have a more expensive version of the same problem.
HCPs have 24 minutes per week for all supplier interactions. Access has declined from 80% to 44%. Your reps are trying to create demand — awareness, credibility, interest — one person, one territory, one conversation at a time. Without the tools or reach to do it at scale.
More people doing the same thing in a shrinking window doesn't produce more results. It produces more cost.
The fix isn't more reps. It's better systems. Capture what works, document it, make it repeatable, and amplify it digitally so your reps walk into meetings that are already warm.
The ceiling isn't effort. It's physics.
Playbooks, Pitch Tools, Products for Prospects, Proposition for C-Suite, Proposals that win tenders.
01
Complete messaging architecture. The 30-second pitch, the 2-minute version, the 5-minute deep dive. Objection handling built from real conversations. Competitive positioning that acknowledges reality. Presentations that tell stories, not feature lists. Tailored for committees, not individuals.
02
Leave-behinds, guides, and materials that do the selling when you're not there. Because the meeting is never the decision point in healthcare. The decision happens in a room you'll never be invited to. What you leave behind matters more than what you present.
03
Board-level value articulation. How to talk to the CFO, CEO, and non-clinical stakeholders. Because the budget doesn't come from the person who understands your product — it comes from the person who needs to see the business case. Plus proposal templates for formal tender processes.
Your core narrative in 30-second, 2-minute, and 5-minute versions. Tested, not guessed.
The complete reference document. What to say, how to say it, what to leave behind. Your team helped build it — so they'll actually use it.
Every objection mapped, with response frameworks built from real sales conversations.
Honest assessment of where you win and where you don't. No delusion — clarity.
Every decision-maker, influencer, and blocker in your target accounts. With engagement strategies for each.
A presentation that tells a story, not a feature list. Tailored for committees, not individuals.
Growing Companies
Problem
Best rep at 180% of target, worst at 40%. Performance variance destroying forecasting.
What we did
Commercial diagnostic. Rebuilt messaging architecture. Standardised sales playbook. Training programme for all 12 reps.
Result
Team average conversion moved from 18% to 31%. Performance variance reduced by 60%. Sales cycle shortened by 3 weeks.
Enterprise
Problem
New product, good clinical evidence, zero awareness in target HCP population. Reps couldn't get meetings.
What we did
Full 3 E's programme. Messaging architecture, sales playbook, digital content strategy, KOL identification.
Result
47% increase in qualified enquiries within 6 months. First MLR-approved digital campaign.
Growing Companies
Problem
Founder doing all the selling. Needed to hand over to newly hired commercial team. Nothing was documented.
What we did
Founder handover pack. Sales playbook, messaging guide, customer profiles, objection handling, onboarding checklist.
Result
New hire productive within 6 weeks instead of the usual 4-6 months.
A field-based sales rep costs £100-165K fully loaded. If three of your four reps are converting at 60% of your best performer's rate, that's not a training gap — it's £200K+ in annual underperformance sitting in your P&L.
The playbook costs £5-15K. It pays for itself when one rep closes one additional deal.
Meanwhile, every month without a system, your best rep's knowledge stays locked in their head — one resignation away from walking out the door.
By stage
Inconsistent conversion. Best reps carrying the team. No documented playbook. Marketing and sales not aligned. Scope: full diagnostic, messaging architecture, sales playbook, objection handling, stakeholder mapping, training. £5K-£15K / 4-8 weeks.
Launches missing forecast. Multi-market inconsistency. MLR blocking creative. CFO asking what marketing actually delivered. Scope: multi-product messaging architecture, global sales playbook framework, MLR-ready materials, attribution dashboard, team training across markets. £25K-£50K+ / 3-6 months.
We've tried training before. It didn't stick.
Training without a system doesn't stick. We don't train reps and hope. We build the reference document, the objection guide, the leave-behinds — then train people to use them. The system does the remembering.
Our reps won't use a playbook. They like doing their own thing.
The reps help build it. That's the difference. A playbook imposed from above gets ignored. A playbook your best rep contributed to gets adopted. We've seen it across 47 launches.
We don't have budget for this right now.
A field rep costs £100-165K per year. If your team's conversion rate moves even 5 points, the playbook pays for itself in the first quarter. The question isn't whether you can afford it — it's whether you can afford not to.
How is this different from a sales training company?
We're not trainers. We're healthcare marketers who've spent 20 years on the commercial frontline. The playbook isn't generic sales methodology — it's built for how healthcare actually buys. Committees, not individuals. Evidence, not features.
Can you work alongside our existing agency?
Yes. Clear swim lanes. We handle messaging architecture and sales enablement. Your other agencies keep doing what they do. No politics, no overlap.
How long before we see results?
Most teams see measurable improvement within 8-12 weeks of the playbook being deployed. The diagnostics startup had new hires productive in 6 weeks. The 12-rep device company saw conversion shift within one quarter.
Strategic Lead
20 years in healthcare sales, marketing, and communications. 47 product launches across five continents. Former frontline sales — he's been in the meetings your reps are in. Built messaging architecture for global pharma and early-stage startups.
Commercial Modelling
ACCA-qualified. Builds the financial models that connect sales activity to revenue. The numbers behind the playbook — conversion rates, pipeline value, forecast confidence.
30-minute triage call. No fee. No pitch. Bring your situation — we’ll tell you honestly whether we can help.
Healthcare innovations deserve recognition. We help them get it.
