Applying a consumer mindset to healthcare
Overview
In July 2016, PAI Partners completed the acquisition of Atos Medical, the global leader in laryngectomy products.
Atos Medical’s products help restore the ability to speak and improve the ability to breathe for people who have been through total laryngectomy surgery (i.e. the removal of the larynx or “voice box”, performed mostly on patients with larynx cancer).
Identifying transformation opportunities
PAI’s decision to acquire Atos Medical was driven by the potential the firm believed it could bring to the company given its deep-rooted expertise in the consumer sector.
Under PAI ownership, the company accelerated its organic growth trajectory significantly by investing in direct to consumer (DTC) channels, consumer-focused product innovation, whitespace innovation and country expansion.
The company’s growth was further accelerated through selective M&A, with the acquisition of a number of distributors, as well as through product expansion into adjacent categories.
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70-80%
Global market share
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c. 90
Total countries
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c. 50%
Direct-to-consumer share
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Atos Medical’s transformation journey and strategic exit
As a result of this, Atos Medical more than doubled in size, becoming the global leader in supporting all patients with a neck stoma and a diversified ENT specialist.
At the time of exit in 2022, the company had more than 50% of its sales in the DTC channel, drawing on unique sales and marketing skillsets in the medtech industry.
These unique skillsets were a core facilitator of the strategic exit to Coloplast, a Danish multinational company that develops, manufactures and markets medical devices and services related to ostomy, urology, continence and wound care.
