For most of B. Braun’s customers, the hybrid model means that they have to invest fewer resources in purchasing and managing their medical equipment, which means they can focus on their most important goal: the health of their patients. But in a large country like Brazil, with its small-scale hospital structure, the importance of hybrid customer relations goes beyond this. In the world’s fifth-largest country, the hybrid model opens up the possibility for many small hospitals to benefit from cutting-edge medical technology for the first time ever. Previously, it was simply logistically impossible for B. Braun’s sales consultants to handle the numerous inquiries from the often very remote hospitals personally. With the addition of digital tools, this is now much more possible.
Hybrid Customer Relations: Efficiency gains that help all stakeholders
The example of the “Instituto Integrado de Oncologia” in Santo André shows what such interaction can look like. In April 2021, Bruna Borges contacted B. Braun for advice on new infusion pumps. After a detailed digital presentation of the various options by a B. Braun sales consultant, they agreed on a leasing contract in June, and then everything was ready. “The pumps were delivered the same week, and a B. Braun technician came by and briefed my entire team, so we were able to start the equipment up right away,” Borges says. According to Bruna Borges, the pumps have brought about a noticeable improvement in the quality of treatment at the “Instituto Integrado de Oncologia”. “Before that, we couldn't dose medication administration precisely, which affected bed capacity planning and caused patient dissatisfaction,” Borges says. After the successful use of the infusion pumps, the “Instituto Integrado de Oncologia” began to use B. Braun's complete oncology product line from.
“We always ask ourselves, ‘What is the ideal solution for this customer?’” explains Thaís Braga, who works in Customer Experience & Business Excellence at B. Braun Brazil and is responsible for the Outbound Sales project. “For some customers, intensive on-site support is still the best option,” Braga says. “But most are significantly happier with the hybrid model.” This includes Bruna Borges. Given the choice of continuing to receive service from the hybrid approach or being assigned a sales consultant who visits her on-site, she would prefer the hybrid approach any day. “We see this feedback as extremely positive,” says Thaís Braga. “This gives our field sales reps more time to spend with each customer, while our outbound sales team provides digital support at all times.”