Integra LifeSciences : Codman Specialty Surgical Launches New Digital Customer Resource Center

Codman Specialty Surgical Launches New Digital Customer Resource Center

January 29, 2021Share

New Tool Addresses Customers' Needs for Easy Access to Product Information During COVID-19

The COVID-19 pandemic has impacted our lives in countless ways. Mostly it has changed how we interact with each other and some of these changes may not be temporary. The ways medical technology companies, like Integra LifeSciences, engage with staff and clinicians in the hospitals we serve will probably never be the same as it was pre-pandemic. Our sales representatives would be in the hospitals functioning as an extension of the surgical team and as a resource for the staff. Much of their personal interaction disappeared as COVID-19 spread across the country. Sales Representatives were only allowed in by invitation for very specific needs. No longer were they able to walk around the hospital simply to check-in with the surgeons and staff. There were no casual conversations over lunch or sitting with the residents as they learned more about our products and how they were used.

Our customers and Sales Team needed a new way to make sure questions, typically answered in person, could still be addressed in a simple remote manner. This, along with other impacts of COVID-19, was a common topic of conversation during our Virtual National Training Meeting in April. Once the meeting concluded, a team was assembled in mid-May to address the new landscape created by COVID-19. This team was tasked with making sure customers could still have their questions answered, even though our sales team was not as physically present in the hospitals.

The project had to be launched quickly; customers needed something now. It had to be easy for the customers and sales team to use. It had to be able to answer the most relevant questions of the customers. They were not looking for new things; they were looking for answers about the products they already have.

The team quickly came up with the idea of a Digital Customer Resource Center. A web page template that would be used for each of the Codman Specialty Surgical product categories (10 pages total). Each page would have its own URL and QR code to access all the information. Each page would provide digital assets (Videos and PDF files) in three categories:

Set-up - Resources that showed how to set up, troubleshoot common problems, or generally use a device

Product Information - Technical specs, product variations, customer safety letters, etc.

IFUs - Current Instructions for Use for each product in the product category

The Resource Center was launched nation-wide in August with great success. There was an immediate positive response from the sales team and our customers.

"Such a good time to launch this, education is not always in person"

"Added a level of support to make sure the customer is taken care of"

"With face to face limited, this is great and brings our conversations further with the customer"

We have continued to expand the resources that are available adding additional content based on feedback from our customers using the sites. The use of the Resource Center continues to grow each month. As of December 10th, there have been over 11,000 views of the various pages by over 5,000 users of the Resource Center. Approximately 500 new users are taking advantage of the resources each month.