Business Challenges
Bionix, a medical device manufacturer, has been selling innovative and modern medical solutions for over 30 years. However, the company’s complex phone call-based sales process, with 16 pricing groups and tiers based on business type, was too labor-intensive and unwieldy to efficiently capture smaller customer groups such as individual practitioners or private practices. Bionix enlisted Icon’s help to tap into an underserved segment of its customer base without overtaxing its small sales team.
Solution
Although Bionix had a website, it was used mostly for lead generation and not ecommerce. We developed and implemented a website strategy to provide an ecommerce solution that met the needs of the client’s small business customers and included built-in sales support in the final design, with features like the ability to sort inbound leads by customer type. This new self-serve ecommerce channel could now correctly factor in customer-specific discounts into the final price and address the unique needs of Bionix’s small business audience, thus freeing up capacity for their small sales team. We also upgraded the website experience with new product photography, 360-degree spin videos to help customers evaluate the products, and answers to customers’ most frequently asked questions.
Results
Our strategy and updates expanded Bionix’s sales channels to include a self-serve ecommerce website that addressed the unique needs of its small business audience while also eliminating a labor-intensive sales process.
