Omron Healthcare case study: £619k pipeline for a new product launch
durhamlane built the outbound go-to-market engine for Omron Healthcare’s UK launch of Hypertension Plus, their remote patient monitoring system, generating 84 sales-qualified leads and £619,000 in estimated pipeline over 14 months. A three-month proof of concept beats its KPI every single month, earning a 12-month extension.
Omron Healthcare is a global market leader in electronic medical devices for both home and professional use. In 2021, they launched Hypertension Plus, a remote patient monitoring system for primary care, and their first product to need proactive selling in the UK.
Working in partnership with the National Association of Primary Care (NAPC), Omron had traditionally won new contracts through referrals. With little competition in healthcare automation, that worked well for their medical-grade technology, but a software solution was different.
A go-to-market strategy is the plan for taking a new product to the right buyers: defining the target market, messaging, channels and sales motion before launch. Hypertension Plus needed one, and Omron had no outbound engine to deliver it. They partnered with durhamlane to build it from scratch.
We started by building an outbound sales strategy to consistently engage Omron’s target market, testing fresh messaging across different communication channels to find what resonated with buyers.
The first finding reshaped the campaign: busy healthcare professionals have little time for impromptu phone conversations, and our call connection rate was unusually low. Where we’d normally run a multichannel approach, we pivoted to focus heavily on email outreach, securing pre-booked discovery and qualification meetings instead of chasing cold connections. Connection rates rose above 80% across the first three months.
The proof of concept delivered 150% of its KPI in month one, 150% in month two and 117% in month three, earning a 12-month extension with two full-time SDRs. By October 2022, the team had generated 45 sales qualified opportunities worth £475,000 in pipeline, and by December Omron had closed their first deals from the programme.
“durhamlane have really proven their value in supporting our customer pipeline development. Our salespeople and their full-time dedicated lead generation resources work hand-in-hand as a blended team. This creates a seamless transition between lead generation and sales. Over time the durhamlane team’s experience with our product has enabled them to work even further down the funnel, freeing our sales resources to work on the ‘close’. We’re impressed with the knowledge and dedication of the team, and the reaction from our potential customer leads has been really positive.”
Paul Stevens
Digital Health Director
The outcome: £619,000 sales pipeline for a first-time outbound motion
84
sales-qualified leads (SQL)
£5000
average deal size
£619,000
estimated pipeline value
Over 14 months and with two full-time SDRS, durhamlane generated 84 sales-qualified opportunities and £619,000 in estimated pipeline for Omron Healthcare, proving that a referrals-only business could build a working outbound sales motion around a brand-new product, in one of the hardest markets to reach by phone.
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