“We’ve only just started using Dimensions but I can already see how useful it’s going to be”

Phil Griffiths, Research Sales Manager for Europe, ADInstruments

The European commercial team at ADInstruments has found several ways to use Dimensions to support their growth plans. Phil explains:

“We released a new product recently and have been doing extensive market mapping with Dimensions, to see where it sits, as well as looking at trends in grant applications and publications, not to mention prospecting.” 

Tracking grant applications for business opportunity

As creators of devices to measure physiological recordings in research and education, from ECGs to blood pressure, ADInstruments has good reason to track grant applications. Phil says:

“If, for example, we notice one of our key product lines is dropping off in a region, we can compare that to grant awards and see if the product fits into an application area where grant success has dropped off recently. I can also see us using Dimensions to scout trends, and find out where new awards are going, to see if a particular institution might be interested in a product we have coming down the line.”

These market insights can be fed back to their innovation teams. Phil says “If we see something in particular that is interesting to people, then that influences the new products that we’re thinking about creating.”

A fresh approach to finding new prospects 

While ADInstruments enjoys a lot of repeat business, its growth strategy relies on entering new markets, as well as winning new customers in its existing areas. With those aims in mind Scientific Sales Specialist Zachary Dunn used Dimensions to find a fresh approach to prospecting; “I would set up contacts that we already have, and then go through their network of collaborators to do some prospecting.” 

Phil discusses how Dimensions is used to find new customers:

For instance we are looking to move more into the neuroscience market. So we’re taking the contacts we already have and using Dimensions to look at their network through collaboration on papers or grant applications to identify more potential customers. That’s a totally new kind of prospecting for us, which previously has just been picking through university websites.”

Enhancing commercial conversations

Dimensions’ publications database can also be used to inform conversations with academics.

Through Dimensions we can access a recent paper someone has written, understand their work a little better and bring it up in conversation.”

Phil continues, “there are databases that provide a similar amount of information, but Dimensions is pretty unique in linking all the way to publication.”

On top of these market mapping and prospecting applications the team can find out more about how their customers are using their products. Phil explains “We’re setting up journal clubs where we look at a publication our customer has produced and see which of our products as well as any competitor product they used in that research. It’s about that real-world understanding of which products are useful in different scenarios.” 

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