An international US pharmaceutical and medical technology company had taken over the global distribution of a branded medical technology product from a European competitor. As part of a portfolio streamlining, the product was now to be established on the German market in a new size. As the responsible product manager, the interim manager initiated and coordinated all steps of the launch on the German market.
Difficult situation for market entry of premium product
The medical technology product is a liquid agent for the prevention of tissue adhesions (adhesion prophylaxis) after abdominal surgery. In the German market, it was sold in 1-liter bags. The US company removed this size from the market and introduced a 1.5-liter container as a new product.
The initial situation at market entry was difficult. Hospitals only used the medical technology product irregularly and overall use was declining. Ultimately, the premium product was almost only used for patients with a particularly high risk of adhesions. The price also played a role in this. Hospitals receive a flat rate for surgical procedures. If a premium product is used instead of a cheaper competitor product, the contribution margin for the clinic is sometimes reduced.
Wide-ranging information campaign - addressing specialist groups
As product manager, the current interim manager developed a strategy that initially aimed to increase the use of the product in the clinics that had already been won over.
He initiated and coordinated a targeted approach to specialist groups. A field sales team of 20 employees visited doctors and clinic staff. Numerous communication materials were created to increase communication of the product benefits. The product manager also managed PR activities in the trade press and in the public media. The latter were primarily used to raise public awareness of adhesion prophylaxis. The aim was for patients to approach doctors about the medical technology product and thus generate active demand.
The product manager's communication initiatives led to a significant increase in the use of the medical technology product. Awareness of the problem of adhesion prophylaxis was increased among patients and doctors. The internal economic targets were achieved.
