Supporting HEINE Australia’s Growth in a Competitive Medical Device Market
From strategy to execution, we support HEINE’s Australian arm with localised digital marketing, self-directed sales enablement, training, and strategic consultancy.
About HEINE Australia
HEINE Australia is the local division of the globally renowned German manufacturer of diagnostic instruments and medical devices. With a premium product range and an evidence-backed reputation, HEINE needed localised marketing that could cut through Australia’s competitive optical and hospital markets.
On Point Marketing was engaged as a strategic partner, working as an embedded extension of the HEINE Australia team to help launch new products, drive product awareness, improve distributor sales through targeted support and resources, improve internal processes, marketing co-ordination and support product specialists with sales training.
About HEINE Australia
HEINE Australia is the local division of the globally renowned German manufacturer of diagnostic instruments and medical devices. With a premium product range and an evidence-backed reputation, HEINE needed localised marketing that could cut through Australia’s competitive optical and hospital markets.
On Point Marketing was engaged as a strategic partner, working as an embedded extension of the HEINE Australia team to help launch new products, drive product awareness, improve distributor sales through targeted support and resources, improve internal processes, marketing co-ordination and support product specialists with sales training.
Our Role
We embedded ourselves within the local HEINE Australia team to provide ongoing marketing consultancy and creative delivery. Our services included:
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Strategic marketing support across multiple departments
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Visual content creation: product flyers, trade show materials, digital assets
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Internal sales enablement materials and distributor training content
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HubSpot workflow improvements for lead management
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Development of a digital repair request form for product servicing
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Presentation decks for dealer and clinical training
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Product launch and positioning support (e.g. BETA X launch in Australia)
Results
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Our ongoing collaboration with HEINE Australia has delivered tangible internal and external results:
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Improved post-conference sales process through clear, consistent materials and follow-up resources
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Positive feedback from both the internal team and distributor network on self-guided product training and sales PDFs
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Reduced form errors and support friction with the introduction of a digital repair request form — allowing product specialists to track repair jobs in real time
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Streamlined lead handling via improved HubSpot workflows, making it easier to assign, follow up, and track opportunities from events or campaigns
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Sustained sales in ophthalmology and optometry verticals, despite increased competition from automated and digital alternatives
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Results
-
Our ongoing collaboration with HEINE Australia has delivered tangible internal and external results:
-
Improved post-conference sales process through clear, consistent materials and follow-up resources
-
Positive feedback from both the internal team and distributor network on self-guided product training and sales PDFs
-
Reduced form errors and support friction with the introduction of a digital repair request form — allowing product specialists to track repair jobs in real time
-
Streamlined lead handling via improved HubSpot workflows, making it easier to assign, follow up, and track opportunities from events or campaigns
-
Sustained sales in ophthalmology and optometry verticals, despite increased competition from automated and digital alternatives
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