Industry / Company
Global healthcare , services, and customized solutions company serving hospitals, health systems, pharmacies, ambulatory surgery centers, clinical labs, and physician offices.
Challenge
- Large, rapidly declining wound care portfolio one year post acquisition
- Complex portfolio comprised of 10 Brands (good / better / best performance options) and >400 products
- Urgent need to evolve positioning / value proposition to change game and gain advantage
- Range of customer types and decision-making processes added complexity
- Industry becoming commoditized
Solution
- Working with Senior Leadership, designed process to co-create new positioning with multi-functional leadership team
- 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
Client Feedback
“The LPA team helped our team define a distinctive brand positioning that is contributing to the business turnaround”
Vice President