Sanollo's Strategic Product Portfolio Expansion for a US-Based Soft-Tissue Reconstruction Company

Client Background

A US-based company specialising in innovative soft-tissue reconstruction solutions, particularly for hernia repair and abdominal wall reconstruction, engaged Sanollo to support the growth of their UK subsidiary by expanding their existing product portfolio. Despite significant annual growth in recent years, the client identified the capacity within their UK and German sales teams for additional surgical products that could mirror the impressive growth profile of their US market.

Objectives

  • Identify high margin, high price point, and high growth products to complement the existing product portfolio.
  • Ensure new products are commercially available and integrated into the next year's sales strategy and pipeline.
  • Overcome the challenges in sourcing new and relevant products swiftly.
  • Facilitate effective partnerships with international companies to enhance growth.

Strategy and Execution

1. Targeting: Defining the Ideal Company Profile

Sanollo collaborated with the client to create a comprehensive target company profile, considering:

  • Company Size and Stage: Suitable companies based on their operational scale and development phase.
  • Product Potential: Products that align with the client’s high growth and high margin objectives.
  • Regulatory Compliance: Ensuring potential partners meet EU regulatory requirements.
  • Price Point and Innovation: Products that offer innovative solutions at a premium price point.
  • Market Fit: Products well-suited for the UK and German markets.

2. Qualification: Search and Selection of Potential Companies

Sanollo utilised its extensive network and conducted additional research to identify companies offering cutting-edge surgical products. The process involved:

  • Scanning Existing Network: Leveraging established relationships within the medical device industry.
  • Researching New Companies: Identifying potential partners who could provide relevant products.
  • Providing a Qualified List: Delivering a detailed list of companies that matched the agreed profile, including key information on their business, products, and contacts.
  • Collaborative Selection: Working closely with the client to select the most promising companies for engagement.

3. Engagement: Establishing Opportunities with Target Companies

Sanollo engaged directly with the qualified companies to:

  • Understand Their Business: Gaining insights into their operations, products, and market strategies.
  • Educate on Partnership Value: Highlighting the benefits and opportunities of partnering with the client.
  • Providing Feedback: Offering detailed feedback to the client on each company, covering terms of business, market entry appetite, support capabilities, marketing potential, clinical studies, and key opinion leaders.

4. Handover and Coordination

Once suitable companies were engaged, Sanollo facilitated a full handover to the client, ensuring:

  • Joint Marketing Activities: Planning collaborative marketing initiatives.
  • Sales Targets and Pipeline: Establishing sales targets and building a robust sales pipeline.
  • After Sales Support: Coordinating post-sale support activities to ensure customer satisfaction.

Results and Impact

Swift Market Entry

Sanollo’s strategic approach enabled the client to quickly source and engage with high-potential companies, ensuring new products were ready for commercial availability within the desired timeframe.

Effective Partnerships

Through detailed analysis and targeted engagement, Sanollo identified and facilitated partnerships with companies that could reinforce the client's brand and product portfolio, mirroring the growth achieved in the US market.

Reduced Risk and Increased Success Probability

By managing the engagement process, Sanollo minimised the risks associated with selecting unsuitable products and partners. This strategic intervention increased the likelihood of successful product integration and market expansion.

Conclusion

Sanollo’s expertise in the medical device industry and its strategic, hands-on approach allowed the US-based soft-tissue reconstruction company to effectively expand its product portfolio in the UK and German markets. Through meticulous targeting, qualification, and engagement, Sanollo ensured that the client could achieve their growth objectives, positioning them for continued success in the competitive medical device landscape.

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