Digitally transforming the customer-facing sales experience during Covid

Coloplast is the world’s leading supplier of intimate healthcare products and operates globally, employing more than 12,000 people.

In early 2020 Coloplast reached a crossroads. The firm’s reliance on traditional paper-based marketing and sales materials put them at a disadvantage in a world where face-to-face meetings were suddenly out.

It was clear an ambitious digital transformation program was needed.

To achieve this Coloplast needed a strategic partner to create a digital sales tool that would differentiate them from their competitors, free sales from inefficient and out dated sales tools and help them continue to have valuable sales conversations whether face-to- face or remote with customers.

Coloplast came to POP.

The sales tool POP developed is the most interactive, most digital, probably coolest sales material that the sales team have ever had. It’s a completely different way of working, but it’s intuitive, so the sales team can concentrate on the message that they want to convey to the customer without distraction.
Nick Elliot, Marketing Manager, Coloplast
Black tablet displaying Coloplast interactive touchscreen digital presentation showing SpeediCath range

Creating an experience with the end customer at the heart

With POP on board the first step was to introduce Coloplast to our unique Customer-First Blueprint® process.

Specifically designed as a collaborative discovery and scoping process that explores, identifies, and prioritises business objectives and those of the sales team and customers. It helps to establish consensus amongst all the stakeholders involved and buy-in from the sales team and sets out a blueprint for the long-term development and strategic success of the sales tool.

With the Blueprint in place, and working to an efficient Agile methodology, we could start adapting existing Coloplast sales content and messaging to work seamlessly in a powerful, custom designed and developed interactive tool.

The first version was released within 12 weeks and sits within the Showpad Revenue Enablement Platform. With the success of this first tool new versions are in development for other Coloplast products.

POP challenged us and guided us on the best way forward. It took me a while to get away from an analogue printed page mindset. POP’s knowledge of the user interface was invaluable.
Clare Dawson, Marketing Manager, Coloplast
two black tablets displaying Coloplast interactive touchscreen digital presentation SpeediCath

Helping to keep those conversations flowing

The final experience has “blown away” Coloplast’s sales team, as senior Territory Manager, Katie Bell, explains:

It has made life so much easier, especially in the virtual world! The app allows me to access and browse all the sales materials I need in one place so that I can easily show, or send them to my customers and colleagues. The app is easy to navigate, looks really professional, and allows me to deliver sales material in an effective way.
Katie Bell, Senior Territory Manager, Coloplast
person holding black tablet displaying Coloplast interactive touchscreen digital presentation
POP created a clear and engaging sales tool for me and my customers. It differentiates me from the competition, injects added value and creates empathy.
Carol Liburd, Senior Territory Manager, Coloplast