The producer of the worldwide unique device for breast self-examination sold nearly 2,000 devices and almost 500 services in the form of a subscription in its first 2.5 months on the market. Over this period, the correct functioning of ICT systems, logistic processes and customer service was successfully verified, and awareness among women was raised significantly.
In the first months since the product’s debut on the market on October 19, the Company sold 1,917 devices, including: 1,635 devices themselves (1,444 to pharmacies with the right of returning the device or with prolonged payment date) and 282 devices with subscription. In addition, 474 subscriptions were sold without the device.
"The Braster system introduces a completely new medical product category in Poland. It may take a while for the consumers to familiarise themselves with our product and services. Despite the short period, we can already notice some sales trends as well as a considerable interest among both the consumers and potential partners," says Marcin Halicki, President of the Management Board of BRASTER S.A.
At end-2016, BRASTER had already signed contracts with 14 key chains comprising 687 pharmacies throughout the country. Most deliveries to pharmacies were carried out in stages mainly in November/December. The signing of a contract with a chain and the delivery of the device to the pharmacies mark the beginning of the sales process in this channel. Effective sale takes place only after the pharmacists have received a full product training.
"It is of crucial importance to us to immediately train the pharmacists regarding the information that they must conveyed to the customer. The increase in sales will in part depend on how well motivated and trained the personnel are. For example, in the case of one of the pharmacy chains all pharmacists have been trained, which resulted in 70% of the devices being sold," explains Marcin Halicki, President of the Management Board of BRASTER S.A.
Braster attracts a lot of attention. Since November 19 till the end of December, nearly 115,000 different users visited the Producer’s online store. Over the short time period of its presence on the market, the Company managed to significantly raise awareness of breast cancer prophylaxis among women, which was the first aim of the marketing campaign. Currently, the Company is beginning to work on making the higher awareness result in the purchase of the product. The Company is also developing other sales channels such as in-house telemarketing.
In the first half of 2017, the Company plans to place the device on the selected EU markets, and in the second half of 2017 it plans to enter the US market, where the sales potential is the most significant.