Toshiba America Medical Systems has sold $16 million worth of cardiac catheterization systems thanks to a combined lead-generation telemarketing and three-part direct mail campaign it began late last year.
The Tustin, CA firm targeted hospitals across the country through the Verispan hospital database and got 245 leads, all hospital execs and managers. The campaign, which cost $200,000, helped Toshiba extend its market share over competitors like Siemens and Philips.
Toshiba decided to use a three-part direct mail approach because it had a new product line
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