Baxter

1
Baxter

• Widen horizon
• From selling bags to better patient care
• Different audiences, different needs
• The customers customer
• Economics of earlier treatment
• Earlier treatment means better life expectancy
  and thus more bags per patient
• Win-win situation
• Come in earlier, leave later

2
Baxter What happened

• 1996 results were lower than expected
• 1997 reprieve no budgeted results (time to
  change)
• Starting 1998 results improved
• Two pronged approach
• - Lowering price of bags
• - Devise Value Added Services for all sets of
  customers/DMU (Patients, Heath Authority, General
  Physicians, Kidney Specialists, Nurses and
  Hospital Management)

3
What Happened (II)

• The UK approach was adopted and adapted worldwide
• Peter Leyland was put in charge of the strategy
  adoption in Northern Europe

4
Needed to effect change

• Shift in focus from Market Share to Customer Care
• Understanding of the different needs of different
  DMU members
• Adding products, services and relationship issues
  to fulfill those needs
• Support from Top Management