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Axonics: Case Study

July 4, 2022

Axonics Company Background

Who is Axonics?

Axonics is a medical device company located in Irvine, California, a major medical technology hub. Axonics aspires to be the global leader in incontinence therapies. The company is accomplishing this goal through customer-centric solutions that treat urinary and bowel dysfunction, greatly improving the quality of life for patients and their families.

What Does Axonics Do?

Axonics provides devices for sacral neuro-modulation therapy. This equipment helps to restore normal control of the bladder and bowel, treating overactive bladder, urinary retention, and fecal incontinence.

The Axonics System features a tiny, long-life rechargeable neuro-stimulator that’s approved to provide therapy for at least 15 years. All this means a reduced need for frequent device replacement surgeries, saving the patient time, money, and the difficulty of surgical recoveries.

Axonics also produces Bulkamid, a unique bulking agent designed to treat female stress urinary incontinence. Bulkamid is a non-particulate hydrogel that delivers stable, long-lasting urethral bulking for its users.

Project Background

Business Need

When Laminar started working with Axonics, the company needed a way to visually demonstrate their products in 3D(and AR) to salespeople following FDA approval. A global product launch was in the works, but how could they demonstrate complex concepts and product models in a way that completely conveyed their value proposition? Also, how could the company avoid needing to shoulder the cost of supplying working models to its sales force for demonstrations?

With the advent of augmented reality, comprehensive solutions for the healthcare sector can more easily be presented to stakeholders. In the past, it’s been difficult for sales teams to roll out global product launches in an impactful way. After all, when it’s hard for clients and customers to imagine the possibilities of products, business performance struggles. But with 3D sales tools that integrate AR into the presentation, the entire business can thrive.

This was a perfect opportunity for Axonics, who needed the robust visual representations that augmented reality can deliver. Their sacral neuro-modulation therapy device provides a cutting-edge solution for incontinence patients, but demonstrating this product using standard methods wasn’t going to be easy.

For starters, the device is very small, so it’s essential to convey how this improves the experience for both the patients and the physicians who are implanting them. Being able to illustrate the true scale of the device along with design details could make it far easier for sales reps to demonstrate the merits of the product. That’s where Laminar’s expertise in AR came in.

Approach

The team at Laminar Consulting set up and held discussions with the Axonics C-Suite and sales team leadership to uncover their full range of sales needs. We needed to understand the challenges associated with selling these types of devices and the needs of the sales teams on the ground talking to key decision makers. Sales objectives were reviewed, and sales training needs for new hires were also considerations that went into the design process.

Laminar managed the entire end-to-end delivery of the AR solution from concept to rollout, working hand in hand with the teams at Axonics to ensure the best results.

Solutions Grounded in Enterprise Resource Planning Systems

Laminar later went to work on application development to provide greater operational efficiency for the Axonics sales force. Our mission was to help them meet their sales goals for the new device by integrating the AR sales tool into the ERP system for a complete solution. We took the project from production planning to build, working to help Axonics provide a world-class 3D experience and an overall sales and training system that could evolve and scale with time.

Beyond the ability to create stellar sales pitches, Axonics needed to leverage their enterprise resource planning to help accelerate its sales process. Its 3D/AR sales tool would initially be used for a global product launch following FDA approval. Adding integration with their ERP system would provide smoother business processes and more efficient supply chain management. By addressing not only the sales presentation itself but also the other business processes that contribute to the customer experience, Axonics could meet its sales objectives.

Laminar worked to intertwine the new 3-dimensional augmented reality sales presentation tool with their ERP systems to ensure efficient core business processes. From manufacturing resource planning to more in-depth business intelligence for sales forecasting and financial management, ERP implementation can be vital to business functions of all types. So it was essential that we found a way to integrate with the client’s enterprise resource planning system. This helped ensure business operations were under control for their newest product launch.

Outcome

Effective 3D Sales Tool Combined with ERP System Efficiency

Axonics was able to roll out their interactive sales tool that combined 3D and AR product demos and training simulations for complete sales process management from every angle. The application both trained new sales team members and has evolved into a complete product ordering and estimation system that delivers marketing automation in the place of many time-consuming manual processes.

Combined with ERP, the new customer relationship management software and 3D presentation tool enabled Axonics to accelerate its sales process, yielding 30% growth yearly, with projected sales to exceed $230M in 2022. 

By implementing this immersive new sales tool that’s tied into the ERP, the company stands to reap massive ROI rewards as its sales continue to ramp up.

Contact Laminar for Enterprise Resource Planning Software

When you need remote sales tools that can leverage the power of ERP modules, Laminar Consulting has your solution. Our team of developers can combine the power of augmented reality with ERP solutions that help improve your supply chain efficiency, human resources data, inventory management, regulatory compliance, project management, and risk management using real-time data in a centralized system. We specialize in tying everything into your enterprise resource planning software.

For augmented reality on a mobile device that can send business data about sales to your ERP software system, Laminar Consulting has what it takes to make it happen. Contact us today to get started.

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