Our Strategy


We support healthcare professionals in their daily efforts to improve the lives of their patients.

We do this by taking a pioneering approach, ensuring wider access to the latest technologies and enabling better clinical outcomes. To achieve our vision, we have five strategic priorities.


  1. Build a strong position in established markets

Build upon existing strong positions, win market share through greater product and commercial innovation and drive efficiencies to liberate resources.

  1. Focus on emerging markets

Deliver leadership in the emerging markets by building strong, direct customer relationships, widening access to our premium products and developing portfolios designed for the economic mid-tier population.

  1. Innovate for value

Deliver pioneering products and business models that improve clinical and economical outcomes and widen access across geographies and patient groups.

  1. Simplify and improve our operating model

We pursue maximum efficiency in everything we do, streamline our operations and manufacturing, remove duplication and build strong global functions to support our commercial teams.

  1. Supplement organic growth with acquisitions

We build on our platform by acquiring complementary technologies, manufacturing and distribution in the Emerging Markets and complementary products or businesses in our higher growth segments.

Our business is focused around: winning in established markets, accelerating development in emerging markets, innovating for value, simplifying and improving our operating model, and supplementing organic growth through acquisitions.

Our sales force

Sales representatives are highly trained and skilled individuals. Becoming a sales representative requires intense training, including passing a strict certification programme, before engaging in discussions with, and ultimately selling products to customers.

Once a sales representative is certified, they typically spend the majority of their time working directly with and supporting customers. They help to provide in-hospital support to aid in the effective use of our implants, instruments and medical products and techniques.



We have manufacturing facilities around the world. We purchase raw materials, components, finished products and packaging materials from key suppliers that we select through our centralised procurement team.

We outsource manufacturing where necessary to obtain specialised expertise or where it is possible to gain lower cost without undue risk to intellectual property. Our suppliers are trained and monitored through on-site assessments and performance audits that include quality, service and delivery.


Medical education

We are proud to support the professional development of surgeons and nurses by providing them with medical education and training on our surgical devices and wound management products. Every year thousands of customers attend our state-of-the-art training centres and Invivo Robotics courses at multiple hospitals and facilities around the world.

Working under expert guidance, attendees refine techniques and learn new skills, whilst experiencing the safe and effective use of our products.


Research and development

We have a deep knowledge of the needs of surgeons and nurses, we understand the economic pressures healthcare payers work under, and we recognise that patients are demanding better treatment options to restore quality of life. These factors inform the research and development (R&D) strategy at the heart of our business model.


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