MediKane has historically focused on two market areas, helping people manage their blood sugar levels and acute constipation caused by the very effective opioid analgesic pain killers used in hospital surgery globally.
The board has recently identified a more effective strategy to improve focus and enable strong revenue growth in MediKane’s key markets. MediKane is now focusing on three separate market segments:
- Uses the same supply chain and ‘back office’ requirements (R&D; Quality Assurance; Supply chain management Accounting; Board oversight)
- Has the required resourcing
- Specific revenue and profit targets
The use of market segments enables targeted and proactive marketing for each product in relevant segments and focuses accountabilities – accountability drives performance. Some products will be relevant to more than one segment. Positioning and formulations specified for each segment.