Industry / Company

Global Healthcare

Brand Repositioning For A Fast Recovery.

B2B Wound Care Sprint: Portfolio Repositioning Stabilizes Rapidly Declining Business

CHALLENGE

  • Wound care portfolio declining rapidly one year post acquisition
  • Large, complex portfolio comprised of 10 Brands and >400 products
  • Urgent need to evolve positioning / value proposition to gain strategic advantage
  • Range of customer types and decision-making processes added complexity
  • Industry becoming commoditized

SOLUTION

  • LPA partnered with Senior leadership to design a co-creation process for brand repositioning across functions
  • Included aligning on a unified commercial insight, deeper understanding of drivers of choice, and ideation to break out of commoditization spiral

RESULTS

  • New positioning was key driver of a turnaround, business unit achieved 99.9% of budget six months after the engagement
  • Company won or retained significant revenue and secured major Group Purchasing Organization (GPO) positions with key customers and others that were previously at risk

Client Feedback

“LPA quickly understood our business strategy and job to be done. With their expert help, we crafted a differentiated positioning that the team was excited about, then we went to market in partnership with Sales. As a result, our business unit achieved 99.9% to budget six months after the engagement.”

— Global VP

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