Santino Serafini

PENTAX Medical, a division of the HOYA Group, is dedicated to enhancing patient care and healthcare quality by providing premier endoscopic products, reprocessing systems and services

• During my tenure, my mission was to reconstruct the sales structure by carefully selecting sales and field technicians for the Centre-South Italy region
• I focused on restoring customer credibility and awareness, often engaging directly with clients
• Our business strategy primarily involved participating in tenders, including long-term rental agreements and consumables, and engaging in direct negotiations with private clinics
• I successfully acquired major clients, such as Policlinico Gemelli and Ospedale Bambino Gesù in Rome, or Caserta and Catania main Hospitals, re-positioning PENTAX against Olympus, the market leader
• Despite a stagnant market, I achieved substantial growth, increasing revenue from €900k to more than €3,000k constantly, plus €1.300k of Servicing
• Direct report: 1 Key Account Manager, 2 Sales Specialists, 5 Sales Agencies, 2 Dealers
• Responsibilities: Sales control and analysis, including Funnel/Pipeline project control using SalesForce.com Forecasting orders and revenues Agent coaching and training Full management of complex tenders and offers for both public and private customers, evaluating prices and profits Constant contact with Key Opinion Leaders (KOLs) Conducting marketing analysis and assessing market potential Profit and loss (P&L) management for the south Italy region.

• Leica Biosystems is a global leader in workflow solutions and automation, integrating each step in the workflow from biopsy to diagnosis
• Part of Danaher group
• Direct report: 2 Sales Specialist, 2 Application Specialist Indirect: 5 Sales Agencies Sales control and analysis, Funnel/Pipeline project control, Orders and Revenues forecast, Agent coaching and training, Full management of complex Tenders and offers for public/private customers, KOL constant contacts, Marketing analysis and market potential
• Selection of sales and technical resources
• P&L management for south Italy
• Growth: from 2.5 mln € to 4.5 mln € (without Menarini Immunohistology biz)

• DiaSorin is a big IVD Italian Producer
• Leader in Immunometry and Infectivology
• Competitors: Abbott, Roche, Siemens, Etc
• Direct report: 1 KAM, 2 Sales Specialist, 3 Application Specialist, Indirect: 2 Agencies, 2 Dealers, 3 System Specialist
• Managing tenders/offers for private, direct contact with KOL and Directional projects
• Monthly review with sales force and meeting with Line Director
• Proposing and Managing big Corelab contract tenders (millions €), Customized offers for public/private customers
• Supply chain with other companies (Roche, Abbott, Ortho..)

• Sales Area Manager and Product Manager Cardiac Surgery Division Cardio Vascular product (Oxygenators, Cardio Pulmonary Bypass tubing sets, Heart LUNG Machines, EmogasAnalisys Monitor
• Sales and Marketing Responsibility for Italy, Greece and Turkey for high-tech products
• Sales Network: Dealers in Italy, Greece and Turkey