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European Expansion with a Disruptive Start-Up
The Challenge
Butterfly Network was a US start-up on a mission to disrupt the European market.
We partnered Butterfly following its CE mark for the world’s first hand-held, whole-body ultrasound device. With the innovative device on the European market, the company was eager to build a talented leadership team in the region.
Butterfly wanted “the best of the best” to lead the European expansion. This required candidates experienced in bringing a new product to market and capable of growing a company at speed and scale.
It was preferred that candidates were sourced from the Point of Care Ultrasound (POCUS). However, Butterfly understood that to find the talent the business required, candidates outside the ultrasound market also needed to be considered.
In the rest of this case study, we’ll show you how we were able to achieve these goals - building out the Butterfly Network team in Europe, whilst also making successful hires in rest of the world.
My hiring managers notice that CM Medical’s candidates are incredibly engaged and prepared. Much more so than your average candidate. That’s based on how they’re able to pitch Butterfly.
Katie Gowryluk Head of Recruiting at Butterfly NetworkAbout the CM Approach
The traditional recruitment process is linear and focuses solely on hiring. This doesn’t represent a true partnership and doesn’t provide the client or candidate with the best possible experience.
That's why we provide a talent solution to optimise the client's talent strategy, attraction, acquisition and retention.
How We Did it
Attracting the Senior Leadership for Europe
Despite its valuation, Butterfly wasn’t initially well-known in Europe. To address this, we created an article and two spotlight videos. This content helped communicate the Butterfly story to top tier candidates in an exciting and engaging way.
This was shared by our teams of global headhunters to engage the industry’s talent market. It was also shared with our growing LinkedIn audience of 300K followers and hosted on our content-led website searchingmedical.com.
Streamlining the Hiring Process
We worked very closely with the Butterfly hiring team throughout the process - holding weekly progress calls to discuss the candidates we had shared and those who had been interviewed.
By the second and third hire, we had dramatically reduced the time to hire due to the efficiency of the partnership.
By this point we had grown to understand exactly what makes a “Butterfly candidate”. We were able to fill the third role within six weeks and reduce the number of candidates interviewed by more than 50%.
The European Hires
Our initial project resulted in a diverse European leadership team, which boasted experience in scaling disruptive medtech start-ups. We produced a diverse team which reflected the brief to target candidates based on POCUS experience, then imaging experience and then finally medtech start-up experience.
General Manger, DACH
This hire had successfully scaled Butterfly’s biggest POCUS competitor.
EMEA Director
This hire had launched and scaled two of the most prominent US imaging software companies into Europe
Commercial Lead, UK
This hire had limited ultrasound experience but had extensive knowledge of successfully launching new products into the NHS.
Our third hire was completed in 6 weeks, with the number of candidates interviewed reduced by more than 50% in the process
We worked very closely with the Butterfly hiring team throughout the process, providing weekly progress calls to discuss candidates and the hiring process.
By the second and third hire, we had dramatically reduced the time to hire due to the efficiency of the partnership. By this point we had grown to understand exactly what makes a “Butterfly candidate”. We were able to fill the third role within 6 weeks and reduce the number of candidates interviewed by more than 50%
As we continued to work with Butterfly and better understand what they looked for in a candidate, we were able to perfect our interview process and be more efficient with the candidates we shared. This reduced the average number of candidates sent per search, while maintaining a 90% interview rate.
Partnering on Global Expansion
With leadership in place and having completed its IPO on the New York Stock Exchange, Butterfly was ready to step up its hiring. We continued to use our understanding of Butterfly’s culture to deliver experienced candidates who are aligned on cultural fit.
By leveraging our 300K+ LinkedIn following and personal networks, we’ve continuously attracted high-quality passive candidates. The average number of candidates we introduced per search reduced from 10 to six. This is while maintaining a 90% interview rate.
Intimate knowledge of our
candidates has allowed us to save
Butterfly money through negotiating
acceptable terms below budget.
We’ve constantly adapted for
Butterfly, working with its new
recruitment software and hiring team.
To achieve the growth Butterfly wanted, the business required numerous high-quality, experienced hires throughout Europe. Using the tactics displayed in previous pages, we set out to hire the “best of the best” for Butterfly in the region.
Below you’ll find a list of assignments we’ve completed with Butterfly in Europe so far:
- General Manager - EMEA
- Marketing Manager - EU
- Technical Pre-Sales Engineer - UK
- Strategic Account Manager - Southern Europe
- Sales Rep - UK
- Inside Sales Rep - DACH
- Veterinary Sales Specialist - EU
Feedback
CM Medical were very professional and reliable during the entire recruitment process. I had the pleasure of working with them to find my current role and I couldn’t be happier with the end result. CM Medical went the extra mile to ensure my requirements were met, while satisfying the employer’s recruitment criteria. In fact, their professionalism meant that they were able to recall conversations we’d had years prior, which served for a smooth and trusting relationship from the get-go.
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