Abstract:
Home HD is common in countries like Australia, the United States, and Germany (Braden2019). There is an excellent opportunity for FMC SG to be the first mover in home HD therapy using the latest technology, NxStage. Research by McKinsey & Company shows that companies that innovate through the crisis by focusing on new growth outperform competition that is just reactive to the situation (Furstenthal, 2021). Innovation is vital to growth, as highlighted by Cathie Woods (YouTube,2019). Businesses should continuously look for gaps to grow. The strategy of Home Therapy to maintain business and improve margin needs to be reviewed. It is essential to launch Nxstage, which is a product that has a competitive advantage (Porter & Millar, 1985)
This report will highlight the market trend, analysis, marketing mix, and detailed launching plan to examine the potential impact on dialysis patient care in a home environment. PESTLE analysis tools, which are widely used in highly dynamic situations (Gupta,2013), were used to evaluate the business proposal. The renal landscape in Singapore will transform with the introduction of Nxstage dialysis machines, as the HD segment at home has been overlooked.
Author: Ng Meng Liang, Karen
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