CASE STUDY #007932 - BSN-Jobst

Who: BSN-Jobst, a medical hosiery company with products for sale in small medical supply stores and within physicians’ offices.

Challenge: Drive sales in the a channel where merchandising was unheard of and where lesser-quality rival items could afford to lower their price point.

Big Idea: The trade was hungry for something different and unique, so an opportunity existed to command category leadership. Educating consumers about the quality differences between products as it applied to their overall health and/or healing process was critical.

Elements:

Extensive trade and sales research

Innovative merchandizing development

Prototype testing

Vendor and production management

Results: The unit was such a deviation from the norm that it actually created impulse purchasing in the decidedly non-impulsive world of medical leg wear. During phase one, medical supply stores with the new merchandizing unit saw Jobst sales increase by 35%. This allowed the company to justify moving aggressively to install in all outlets and pay off this $18MM program in only 15 months due to impressive revenue increases.