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The Success of Activa Healthcare in Ireland

Department/BU : Wound Care Division
Territory : ROI

SUMMARY
In January 2015, an experienced management team took responsibility for the Activa brand and set about analysing what needed to be done to retain this business.

THE CHALLENGE

Activa Healthcare, experts in leg health with compression hosiery, bandages and wound care products had been promoted by the Medical Consumable team in ROI since early 2012.

A lack of experience, market knowledge and resources prevented the growth and success Activa deserved in the Irish market.

Early 2015, it became very clear that Activa were planning an exit strategy and we needed to fight to retain this business.

THE APPROACH

In January 2015, an experienced management team took responsibility for the Activa brand and set about analysing what needed to be done to retain this business.

Based on the outcome of market research, segmentation and gap analysis, we restructured the medical consumables business.

A dedicated wound care team was created along with a clear strategy to drive the growth and success of the Activa portfolio in key wound care areas.

THE RESULTS

Today, through our strong partnership with Activa (recently rebranded L&R) we supply a wide range of wound care products, most of which are now listed on HSE National Framework Agreements and mini competitions and will shortly be listed on the HSE's reimbursement scheme, PCRS (similar to the UK Drug Tariff).

Since 2015, the business has gone from strength to strength with CAGR 7%.

We are now considered as a key wound care partner for HSE clinical and procurement staff and viewed as a strong competitor in the Irish market.