RECLAIMING MARKET LEADERSHIP

Situation
Our client had enjoyed a commanding position in disposable surgical instruments, a category they virtually created. However, they had recently lost significant share to a much larger, cost-advantaged contract supplier.
This dramatic share loss occurred at a time when hospital buying practices were changing to deal with the emergence of managed care as the primary healthcare format in the U.S.

Actions
Profiled the current performance of both companies' marketing strategies, positioning and sales forces including time utilization, account coverage, call practices and the specifics of who they called on inside the hospital.
Interviewed and surveyed hospital personnel to map the buying process and to assess buyers and influencers, their service needs and supplier satisfaction.
Through competitive research, we developed a detailed cost profile of our client’s chief competitor including their manufacturing, sales, marketing and development costs.

Results
Our client changed its in-market strategy, selling practices, downsized, refocused its sales force and began attacking its cost disadvantages.
Our client was successful in reversing 36 straight quarters of share loss and profit erosion.