European Expansion Success: TubeWriter

How EuroDev's technically skilled local sales team helped TubeWriter deploy new units, build a growing pipeline of European laboratories, and establish a recognized brand across Europe.

European

Presence

Partner

Network

Industry

Focus

Market

Growth

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About our Partner

Fast, flexible labelling for the modern laboratory

TubeWriter, a flagship product of California Advanced Labelling, has become synonymous in laboratories with fast, flexible, and effective labelling solutions.

The TubeWriter all-purpose label printer works alongside organizations such as Pfizer, AstraZeneca, Charles River Laboratories, and even the FBI, helping them save hundreds of thousands of dollars in consumables along with valuable time. For many scientists, it has become a must-have.

After achieving significant success in the USA, TubeWriter made the strategic decision to bring its premier product to European laboratories. The company won a couple of European clients on its own and quickly saw how much potential the market held. To capture it, TubeWriter partnered with EuroDev, who assembled a dedicated team to target that opportunity.

The Expansion Challenge

A proven product that needed specialist sales expertise and a local presence in Europe

TubeWriter had already shown it could win European customers. Turning those early wins into a scalable business required a team that understood both the science and the market.

Technical and industry knowledge

TubeWriter needed a qualified European sales team that understood the technical aspects of the medical and laboratory industry, as well as the broad range of functions a TubeWriter system offers. Selling to scientists means speaking their language.

Local presence and time-zone alignment

The company needed a team operating in the EU time zone that understood Europe's idiosyncrasies: its countries, languages, and cultures. Clients also needed to be handled in a timely manner.

Hands-on support on the ground

TubeWriter needed a trusted partner who could facilitate logistics such as shipping products and samples, and travel to clients to perform system installations.

Technically Proficient Medical Experts

Combining engineering and medical expertise, EuroDev formed a sales team of two biomedical engineers and a doctor, all with proven experience selling complex medical devices.

Market Research & Value Proposition Localization

Customer Support and Insight

The newly formed team surveyed existing European clients about their TubeWriter usage. By building on strong client relationships, the team gained valuable insight into the challenges scientists face, allowing them to offer tailored advice and new methods.

Strategic Refocus: Targeting Regional Hubs

Targeted Sales Prospecting

Beyond surveys, the team identified laboratories that stood to gain from TubeWriter's workflow improvements and engaged them directly. A sample campaign showcased TubeWriter's efficiency and further boosted outreach.

Multilingual Sales Team & Targeted Outreach

Results — First 24 Months

Growing European footprint and a strengthening pipeline

EuroDev's work helped TubeWriter move from a few self-won European clients to a growing network of installed units and a developing pipeline.

Deploying New Units

TubeWriter's European footprint expanded. Units are now operating in Germany, Austria, Finland, and Denmark.

Building Up the Pipeline

EuroDev continues to build a strong pipeline of European clients, including prospects in Sweden, Norway, the UK, Spain, and France.

Growing the Brand and Network

Through targeted marketing, TubeWriter is becoming a recognized name in European lab labelling. By connecting with a wider range of clients, the network of laboratories using TubeWriter solutions continues to grow.