Thursday, September 25, 2008

In The Beginning...There Was All Dark

THE MIRACLE MACHINE...Is What People Called It!!!



In 1995 I established a brand new company: "Calidad de Vida Internacional, S.A" as the framework to introducing a medical device technology. Eventually it expanded to Latin America and the Caribbean in the next 3 years. The approach started by defining the mission and vision together with a sound marketing and execution plan. In addition, got legal advice in the negotiation of local and international laws.


Once the foundation were solid, launched the business to increase local and international market share. Preliminary results were amazing, nevertheless extraordinary. Sales growth came to life mostly by the strong marketing plan which include organizing medical conferences in Latin American countries. Eventually, our company name and brand got seriously recognized increasing profits up to 35%.

Getting accurate and specific information about our potential customers and competitors was a critical first step in market investigation, research and in the development of the marketing plan.

Once we understood the needs and desires of our potential customers, we study, analyzed and developed the product marketing strategy and specific services that would meet the potential customer needs. We also defined the sales projections for the next 5 years. We did a break even analysis and the detailed monthly, quarterly and yearly cash flow.

Developed simple promotional testimonial material that increased the customer awareness and acceptance of the medical device product. Testimonials included before and after patient’s photos about results after using the medical device technology. Working together with many doctors using medical data to prove that the patients were getting cured.

As we were growing, also developed unique sales propositions for lines of products, including effective eye-catching headlines for advertising purposes. Found out those well designed adds captures customer attention and stimulated quick response. Promotional tools were printed and provided to the network.

Periodical evaluations, results and advanced information were sent to headquarters to unify application methods in order to improve and update the database of information.

Every 6 months we executed product evaluations. Analyzed clinical results and added information to the product’s database. Determined new benefits and included them on product advertising. Information was also shared within all channels.

We contracted scientists from specialized institutions of Latin America. Such approach resulted in discovering more benefits within the medical field. Our company used an advertising agency to develop professional brochures. These were used by direct marketing, printed advertising and Internet promotional campaign. A training program was updated and shared to the network.

Eventually we develop an Internet forum. Professional users added local experiences. The Forum was later used to share advanced treatment methods and as a communication mean to get immediate support were needed and more improved results in patients. Our research centers were very effective in providing us the product information which it was used in the marketing campaigns to increase sales.

Customer satisfaction was a priority for the company. We had technicians immediately available if a customer had questions after the delivery and, for consequent training in the use of the medical device. I use to travel very often to customer sites, clinics and hospitals to make sure they didn’t have any problems. We wanted to have our customers 100% satisfied with the product, that was the key for quick expansion and business growth.

We also had an Informative forum website where doctors and users periodically updated experience with different pathologies. The information benefited other users by simplifying therapy procedures. When functional problems were reported at the Forum we acted immediately. Investigated the case with full details and submitted information to headquarters. As a result of that, several modifications were done to the medical device which improved application efficiency quite outstandingly.

As time pass by, developed 397 clinics and sales centers all over Latin America. Appointed 38 direct sales representatives providing them with the adequate training to improve and increase sales according to the company vision. This included 102 trained medical doctors and educated naturalists just in Honduras and, 295 clinics in major cities in other countries such as El Salvador, Guatemala, Costa Rica, Panamá, Nicaragua, Cuba, Ecuador, Perú, Uruguay, Paraguay, Brazil, Chile, Argentina and Mexico. Several United States cities were included: New York, Florida, California, Oregon and Utah.

As the company grow, we negotiated company rights in almost every country. Our medical device and energy therapy technology and its applications were legally protected. The Forum and email communications made this process very efficiently. Information sharing were organized properly and medical device distributors had access only to information required for selling purposes and medical device therapy for patient information was solely accessed by professional doctors.

We directly supported every representative with his own local sales and promotional plan. We supported them on difficult negotiations. Marketing strategies and periodic communication to all personnel, affiliates and distributors was very efficiently. The use of the Forum and email communication kept everyone updated almost on a daily basis.

The Forum was our main communication channel. Printed information was directly ordered by our representatives. A question and answers section was also part of the informative system.

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