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 optimization toward margin-strong products
Sales and marketing enablement through playbooks and global sales training, so that the new go-to-market strategy reaches the sales force instead of staying in the deck.
The outcome
Results & impact
30% revenue increase
Revenue growth of more than 30% following the strategic restructuring.
Portfolio focused on high-margin products
Portfolio optimization aligned the offering with the targeted therapeutic field and the high-margin products.
3 strategic pillars implemented
Innovation, optimization 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% and 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 optimization and process-improvement pillars of the new strategy correspond to building a continuous improvement program that extends beyond the product restructuring itself.
Similar projects
More on MedTech →
Sources
- Entourage project experience (anonymised)
Your project
A comparable project?
Briefly outline your situation. We'll respond with an initial assessment, usually within one business day.
Prefer direct? +49 89 4161170-0
info@theentourage.de
- Reply usually within one working day
- 4 offices: DE · CH · IT · US
- 100% life sciences