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Aptivio > Case Studies > Aptivio's AI Solution Boosts Michelin's Entry into Medical Technology Industry
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Aptivio's AI Solution Boosts Michelin's Entry into Medical Technology Industry

Technology Category
  • Platform as a Service (PaaS) - Application Development Platforms
  • Sensors - Environmental Sensors
Applicable Industries
  • Healthcare & Hospitals
Applicable Functions
  • Product Research & Development
  • Sales & Marketing
The Challenge

Michelin, a renowned tire manufacturer, ventured into the medical technology industry with a new product, AirProne, an air cushion for patients suffering from respiratory distress. However, the company faced significant challenges due to the maturity of the medical technology industry. The primary issues were improving lead generation efficiency, targeting the right marketing audience, and developing a comprehensive understanding of the market. The critical point in the lifecycle of any product is its market release and sales growth. Michelin needed a solution that could provide a clear path to success for market research, testing, release, and sales growth.

About The Customer

Michelin is a globally recognized tire manufacturer that ventured into the medical technology industry with a new product, AirProne. The product is an air cushion designed to treat patients suffering from respiratory distress. The company sought to release this new product into the mature medical technology market, which presented significant challenges. Michelin needed a solution to explore the market, make strategic sales and marketing execution decisions, and grow sales. The company aimed to overcome the challenges of lead generation efficiency, marketing audience targeting, and market color development.

The Solution

Michelin turned to Aptivio's TargetAI solution to research the market for the new product release, AirProne. The solution helped determine which companies were active in the market for a solution and whether the target buyer groups were accessible. Aptivio demonstrated a clear market and enabled Michelin to begin personalized targeted campaigns directly through the product, resulting in overwhelming response rates. Aptivio's CloseAI for sales enabled Michelin to engage and close more deals through accurate prioritization, sales intel, and contact data. The solution digitized the sales playbook into AI signal-driven market research, facilitated targeted and personalized efficient campaigns, and provided actionable buyer insights and contact information.

Operational Impact

  • Michelin experienced instant time-to-value from Aptivio's AI-powered platform in their go-to-market execution. The platform acted as a roadmap for Michelin to enter a mature market with a new product. The AI-driven market research, personalized campaigns, and actionable buyer insights provided by Aptivio's solution enabled Michelin to engage and close more deals. The solution also helped Michelin uncover hidden opportunities in the medical technology industry, which was crucial for the successful launch and growth of their new product, AirProne.

Quantitative Benefit

  • 44 highly interested leads developed

  • 10% increase in campaign response rates

  • Discovery of hidden opportunities based on geographic location and targeted activity areas

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