B2B Wound Care: Portfolio Repositioning Drives Turnaround

Industry / Company

Global healthcare , services, and customized solutions company serving hospitals, health systems, pharmacies, ambulatory surgery centers, clinical labs, and physician offices.


  • 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


  • 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


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