Skip to main content Skip to Footer

BLOG


January 31, 2012
Achieving Market Focus & Position - Focus on Portfolios, Not a Diverse Set of Products
By: Doug Mowen

When medical technology companies seek to determine exactly how many therapy areas make up a focused portfolio, they have challenges to overcome. Choose too many and you end up with a dilution in focus and find yourself unable to lead in any area. Choose too few and you end up susceptible to being blown out of the water by “disruptive” technologies that change the market place.

It would be great if there was a magic number of therapy areas that equal a focused portfolio. But the Accenture research shows that it just doesn’t exist. Although the research did find that higher performers tend to focus on fewer therapies and, as a result, are more dominant in those focus areas.

Our research found that the high or near-high performers were focused on limited therapy areas and have built positions of dominance and demonstrate faster growth. The focused portfolio means medical technology companies are able to develop experience more quickly and improve their response to market changes.

Our research also uncovered another striking fact. While high and near-high performers had variation in the size and growth rates of the therapy areas, no one therapy area translates to success. All therapy areas present the possibility for success, but future high performers will concentrate on the limited areas that offer the highest potential for profitable growth and outperform the market.

We’ll continue to see companies shed products that are no longer a strategic fit and refocus on therapy areas that create a strategic advantage for their future goals. It will likely also be those companies who achieve market differentiation among their competitors.

In my next blog, I’ll cover how emerging markets that are coupled with a focused portfolio can play a part in how medical technology companies drive their market focus and position.

More blogs on this topic

    Archive