Product Portfolio Restructuring and Go-to-Market Strategy for a Medtech Manufacturer
Pharmaceutical and medtech manufacturer in a competitive environment
A pharmaceutical and medtech manufacturer faced intense competitive and cost pressure, without clear product differentiation or a go-to-market strategy, while part of its in-house manufacturing was unprofitable.
The challenge
The situation
A pharmaceutical and medtech manufacturer was exposed to intense competitive and cost pressure, without differentiating product features or a clear go-to-market strategy. In-house manufacturing was partly unprofitable, requiring a comprehensive restructuring of the product portfolio and a robust market-entry strategy.
Our approach
What we delivered
Global market analysis and USP development through SWOT analysis and competitive positioning
Development of a new go-to-market strategy with portfolio optimisation toward margin-strong products
Sales-and-marketing enablement through playbooks and global sales training
The outcome
Results & impact
30% revenue increase
Revenue growth of more than 30% following the strategic restructuring.
1 established market position
Sustainably established position of the manufacturer in the targeted therapeutic field.
3 strategic pillars implemented
Innovation, optimisation and process-improvement pillars successfully implemented.
2 new go-to-market strategies
New strategies developed for market entry and competitive positioning.
In summary
The manufacturer increased revenue by more than 30%, sustainably established its market position, and successfully implemented two new go-to-market strategies.
Related expertise
Manufacturing & Supply Chain Management →
The partly unprofitable in-house manufacturing was a key trigger for the portfolio restructuring, directly linking product strategy to decisions on the manufacturing and supply chain setup.
Continuous Improvement Programs →
The successfully implemented optimisation and process-improvement pillars of the new strategy correspond to building a continuous improvement programme that extends beyond the product restructuring itself.
Similar projects
More on MedTech →
Sources
- Entourage project experience (anonymised)
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