Teaching Old Dogs New Tricks

Before Bryan started at Sound Imaging, they had two lines of products (Digital Radiography and Diagnostic Ultrasound) and were the industry leader of both modalities in both their target markets (Small Animal and Equine Veterinary). Their teams (internal and external) had never played outside this sandbox, with ASPs between $20-50K. Bryan was charged with creating a new Emerging Technologies (ET) sector of the business, expanding the portfolio to include Laser Therapy (ASP $15-20K), Mobile Fluoroscopy (ASP $80-120K), and CT scanners (ASP $250-650K). Given charge of the P&L of this sector he first launched these products with a handful of carefully selected specialists that needed to fit amongst a team of dedicated DR and US reps. He taught the DR and US teams first to become lead generators for the ET, then transitioned them to be able to “carry the whole bag”, expanding the scope of every conversation to every customer. 

Impact: ET division went from $0 to $7M annually in 4 years, and has now sold over $100M and 1,500 systems total since inception.