Supplement overkill Less can be more.

The situation
The publishers of a best selling anatomy and physiology textbook knew that its 49 accompanying supplements could lead to its downfall. Something had to be done. How could they refine this package of materials in order to optimize learning and increase sales?

The process
O’Donnell & Associates attacked the ancillary overload head-on. We conducted a market development program that included 300 instructors, two developmental workshops, a competitive analysis and a mail survey. Armed with this information, O’Donnell & Associates generated a plan for producing an integrated instructional package - a comprehensive set of teaching and learning tools that was easy for the sales team to understand and present.

The results
With only two of the original 49 supplements retained, the resulting instructional system focused on student success by helping learners visualize complex anatomical systems, work through physiological processes, and digest vast amounts of information. O’Donnell & Associates also created marketing tools to help the sales force demonstrate the clear benefits of the new, integrated learning system. Plus, the publisher maintained its market edge with the next edition by hiring O’Donnell & Associates to work with students in shaping and marketing the system.

First year's sales increased by 80,000 units, creating over $4,000,000 of increased revenue. O’Donnell & Associates helped the publisher learn more about their customer, in order to create a more targeted, viable product. And, spend less money! We provided the knowledge, processes and plan, and solidified relationships with the customer.