A David and Goliath Story:
An interview with Terry Bromley, Senior VP and GM, Crawford Healthcare U.S.
Succeeding as a New Entrant in the Established U.S.
Advanced Wound Care Market
When UK-based Crawford Healthcare made the decision in 2013 to enter the
highly competitive U.S. advanced wound care market, it faced the daunting task
of developing and executing a winning strategy. Although highly fragmented,
the U.S. market is dominated by a small handful of players, including Smith &
Nephew, Acelity, Molnlycke, and ConvaTec. Together, these four companies
compose over 70% of the ~$2.5 billion U.S. advanced wound care technology
market.1 These well-established companies, with their solid platform of product
awareness and network of relationships, presented much the same to Crawford
as Goliath did to David, when he turned to face off with his giant competitor.
1Analysis of the Advanced US Wound Care Technologies Market; Emerging Technologies Expand Wound Applications. Frost & Sullivan, June 2015 (note: base year of figures is 2014).