John Moylan

Becton Dickinson is a multinational healthcare product manufacturer and distributor with an annual revenue exceeding $17b. John is the Australian National Sales Director for BD Rowa which specialises in Pharmaceutical Robotics and Automation.

$17.3b

Global BD
Company Revenue

$1m+

Projected Revenue in 6 Months Post-Launch

3+

Additional Recurring Revenue Sources Identified

  • Patient safety at the forefront of all recommendations
  • Engagement and buy-in from team members throughout entire process
  • Bespoke workflow that’s compliant with current regulations and guidelines
  • Practical Marketing and Sales plan in place

Becton, Dickinson and Company, commonly known as BD is an international medical device company with an annual revenue exceeding 17 billion USD. Their robotic automated dispensing systems fall under their BD Rowa banner and have been sold in Australia for over a decade.

The Challenge

Adapting to changing consumer habits and expectations, and in an effort to ensure BD Rowa continues to offer market leading technology, they have developed new systems to facilitate the customer journey and the way in which they interact with their local pharmacy. Being a novel system to the Australian Pharmacy industry, they needed to validate the operability, suitability and internal and external workflow requirements of this system for Australian Community Pharmacies.

What We Did To Solve The Problem

Delving deep into understanding the product, the outcomes of overseas trials and what BD Rowa had planned for the Australian market was initially undertaken. Using local and international resources and BD internal contacts from various departments including Marketing, Sales, Operations and Service teams allowed us to explore it’s intended application in thorough detail.

Once understood, all applicable national, state and territory legislation, regulations, guidelines and data were evaluated and discussions with various industry stakeholders were performed to validate the product. Workflows were then modelled and created referencing industry leading fulfilment centres and detailing critical pharmacy integration requirements to ensure any additional workload when using the system is minimised.

A marketing and sales strategy was then developed and presented to the Australia BD Rowa team. Subsequent phases of the project will focus on regulatory and key stakeholder endorsement, implementation of the system and local trials.

The Results

Patient safety with the system is the top priority. As a result, a clear strategy was developed outlining the role, requirements and next steps for the BD Rowa team, pharmacies, their customers, industry stakeholders and associated developers. This allowed the company to confidently and successfully market their product to innovators and early adopters ensuring that all guidelines were adhered to.

Bespoke designed workflows were created ensuring that existing dispensing procedures were thoroughly considered and that minimal additional workload burden was placed on the pharmacy team. Workflows also extended into new software that will ensure all Professional Practice Guidelines and Quality Care Pharmacy procedural evidence requirements are met seamlessly by the pharmacy.

Furthermore, we were able to leverage the capabilities of this product to identify multiple additional sources of revenue for the client. By involving key stakeholders from the onset, high levels of advocacy has been generated to support the product and obtain endorsements from major Pharmacy organisations.

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