Case study #4 keyboard_arrow_left
keyboard_arrow_right
STRATEGY & COMMUNICATION 
Global Ostomy Portfolio Strategy and Communication
RESEARCH OBJECTIVES:
- To validate internal learning and identifying unmet needs & current clinical practices to identify opportunities for future growth
- To test and optimize positioning of various products within portfolio
Online survey
300+ Clinicians Across 7 Markets
Patient Model Unmet Needs Portfolio Strategy
DECISION MAKING PROCESS
How do clinicians select the right skin barrier for a patient?
- Discrete choice used to model real-life product selection
- Randomized patient profiles created
- Clinicians selected best fitting barrier for 10 patients
UNMET NEEDS
Are there any unmet needs in client’s current skin barrier portfolio?
- Which patient’s characteristics drive selection of barriers?
- Are there times clinicians need to go outside the client’s portfolio to satisfy a patient’s need and why?
OPTIMAL POSITIONG
What is the most optimal portfolio configuration and positioning?
- Develop strategy for client portfolio optimization across different markets
- Validate and optimize positioning statements for each product in the portfolio