Enquirer
Case study

Innovative Medical

Innovative Medical sells orthopedic and medical equipment to US clinicians and the administrators around them. Enquirer built its prospecting and personalized outreach.

EnquirerNovember 8, 2026

The situation

Clinicians have little time for a sales rep. Prospecting took up time the team would rather spend with customers, and choosing which channels to pursue for a product line was its own piece of work.

“Physicians are extremely busy for so many reasons, and they don't want to be interrupted by emails, by phone calls, or in-person visits by sales reps. But, you know, the way to get in front of them has changed.”

Paul Smaldone, Sales Director, Innovative Medical

What Enquirer built

Enquirer built prospecting and personalized outreach across cold email and direct messages, so the team reaches the right clinicians and spends its time on relationships. Each message is written for the person who receives it.

Enquirer also worked with the team on business plans and channel strategy, to judge which channels suit each product before time goes into them.

What changed

Innovative Medical reports prospecting and research automated, and the team freed to focus on relationships and closing. Paul Smaldone describes replies from providers, nurses, administrators and executives.

“Enquirer Consulting Group provided the tools to allow us to personalize outreach at scale in a way that simply wasn't possible before.”

Paul Smaldone, Sales Director, Innovative Medical
Paul Smaldone, Sales Director of Innovative Medical, in conversation

Paul Smaldone on the work

Paul Smaldone, Sales Director, Innovative Medical. Transcript of the published interview, lightly edited for reading.

Read the transcript

The landscape is changing completely. Physicians are extremely busy for so many reasons, and they don't want to be interrupted by emails, by phone calls, or in-person visits by sales reps. But, you know, the way to get in front of them has changed. And so I've been able to utilize Enquirer in various manners. Enquirer helped me and saved me so much time in building business plans and strategy.

And so that I'm not wasting my time going down a business channel, you know, that may not really be viable for a various product. In this case would be [product name removed]. It's been a very significant tool for me. And in the space of prospecting, which can take up so much time, I've utilized Enquirer, which is a platform that is able to very strategically identify the right people using the right message.

And it's very, very personalized. You know, the way that I discovered Enquirer was through my LinkedIn. And as a sales director, I get targeted a lot in my inbox. You know, lead generation programs. And a lot of them I skip through. There was something about the message that I got from Enquirer that made me stop. And that's the secret sauce that they have that I responded to. And it's the reason why it's very successful for me is because I get engagement with these providers and nurses and administrators, C-levels, that are very busy in their day.

And there's something that makes them stop and respond to my messages. And it's the same reason why I stop. So it's been a very useful tool for me. I can't even quantify the number of hours that it saved me. And the ROI is absolutely fantastic. You know, it's something that I hope, no matter what is in my future, to continue to utilize. And those are just a few ways that Enquirer has changed the landscape for me.

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