Case Study
BrainsWay
BrainsWay
BrainsWay is an innovative company dedicated to creating advanced solutions for various brain disorders utilizing its unique Deep Transcranial Magnetic Stimulation (Deep TMS) technology. Established in 2001, BrainsWay became a publicly-traded company on the Tel Aviv stock exchange in 2007 and NASDAQ (BWAY) in 2019. The FDA-approved treatments are based on patents filed jointly by the company and the U.S. National Institutes of Health (NIH) and held exclusively by BrainsWay.
BrainsWay knew they had a winning technology on their hands that could change the lives of many people who struggle with depressive disorders resistant to medical treatment. The company had already identified its target market, but gaining access to high-level medical professionals and the decision-makers of high-level medical institutions was extremely difficult.
The company had a large team of managers and 13 managers leading teams of sales representatives in locations throughout the U.S. and Canada that were struggling to fill their calendars with sales-qualified meetings. They knew that their technology could offer relief to hospitals and doctors overwhelmed with patients suffering from medication-resistant depressive disorders, and they needed a way to get this message across to the mental health professionals involved.
Additionally, BrainsWay had lists of thousands of potential prospects in their target audience, and the team was overwhelmed with the amount of work required to call each one and schedule meetings. Many of the calls went to gate keepers and not the decision makers directly, making it even more challenging to schedule meetings. At this point, BrainsWay knew they needed professional help to arrange direct communications and face-to-face meetings with the mental health professionals and leaders of the institutions they were targeting.
The realities of working with a large team of representatives located throughout the continent meant that DRolls had to ensure that every aspect of the operation worked in sync and that each communication aligned with each sales representative’s unique voice and communication style.
DRolls assigned a team of SDRs (sales development representatives) who called sales prospects while presenting themselves as BrainsWay employees using DRolls’ unique methodology. DRolls’ SDR began to build a rapport with the executive assistants, office managers, and gatekeepers responsible for scheduling meetings for the target decision makers. By gaining the trust of the gatekeepers and building relationships with them, DRolls succeeded in arranging face-to-face meetings for BrainsWay’s sales representatives with many hard-to-reach individuals.
The DRolls team worked very successfully with BrainsWay sales and marketing teams, and worked closely with them to ensure the outreach to prospects supported the different marketing and sales campaigns that BrainsWay were running, such as webinars, physical events, and more.
Within two years, DRolls succeeded in filling the representatives’ calendars and managed to lead to a significant increase in sales. The DRolls team worked on over 13,000 contacts and scheduled with 540 of them throughout the US and Canada. While calling thousands of leads, the DRolls team was also able to provide BrainsWay with unique insights into their target market and what messaging works best.