Commercial Operations
The Power of One: Orchestrating Value
2024 was an exemplary year for the company as we concluded our 2022-2024 strategic plan.
I am delighted to report that through the expertise, skills, and hard work of our colleagues around the world, we contributed to the company’s continued positive transformation.
We exceeded the budget and grew above market in each commercial region while posting growth in each of our product lines. We continue to deliver optimal commercial execution, always with the customer at the center of every action we take.
The Worldwide Commercial Meeting was a great success. It set the tone for the launch of our new strategic plan and introduced the theme: The Power of One, Orchestrating Value. This inspiring forum brings together Commercial Operations, Technology Centers, Strategic Business units, and Corporate Functions. This important event allowed us to present business plans and share best practices.
Business highlights:
- Increased the number of dedicated, specialized, and highly talented employees in the commercial organization.
- Posted excellent performance in all commercial regions
- Strengthened our market-leading position across our business lines
- Launched the revolutionary GEM Premier 7000 with iQM3. Launched ACL Top Family 70 series – offering a complete portfolio of Hemostasis Testing Systems
- Solidified our top 10 industry position
We have already implemented our 2025-2027 strategic plan, as the priorities and objectives will guide our actions and decisions over the next three years. The commercial organization will drive the execution and implementation of the plan by Powering Patient Care.
I would like to acknowledge my colleagues for their focus and dedication in supporting our customers and delivering a fantastic performance in 2024.
Brian P. Durkin
Chief Commercial Officer
APAC
APAC
APAC concluded a highly successful strategic plan for 2022-2024.
In 2024, our Asia Pacific region achieved outstanding success, generating €150 million in revenue. We experienced fantastic double-digit growth in our major markets, underpinned by consistent performance across all business lines, highlighting a fantastic 10% aggregated growth in Autoimmunity. This resilience allowed us to navigate effectively the challenges posed by the almost year-long doctor’s walkout in South Korea.
A significant focus this year has been on the integration of our Transfusion and Transplant business lines in our direct operations markets. We celebrated a smooth go-live in Japan in November and are gearing up for a similar success in India in the first quarter of 2025. These accomplishments underscore our collective strength and potential, heralding even greater achievements ahead.
Equally, we have invested significantly in our people, strengthening talent development through enhanced training programs, external learning opportunities, and more rigorous talent discussions, ensuring our teams are equipped for the future.
Our region has consolidated its position, laying a strong foundation for future growth as we embark on our 2025-2027 Strategic Plan. Together, we have achieved so much, but the best is yet to come.
China
China
Werfen’s business in China performed well in 2024, posting growth of 6%. This growth was fueled by a significant increase in installations, which included over 30 HemoCELL hemostasis automation solutions, more than 500 GEM Premier 5000 systems, and over 20 Autoimmunity analyzers.
The year 2024 was transformative for us. We established our first local manufacturing site and, in collaboration with our partner, successfully registered our first locally manufactured instrument. In November 2024, we received the license for the GEM 5000.
The market faces challenges at the policy level, affecting both pricing and volume due to reimbursement reductions and medical insurance audits. Despite this ongoing trend, which we anticipate will continue into 2025, our outlook for the China market remains strong.
EEMEA
EEMEA
The EEMEA region (Eastern Europe, Middle East, and Africa) is a vast and complex market, served by a strong network of 170 distributors and partners.
The Middle East is experiencing rapid growth, led by Saudi Arabia (KSA), where we are expanding with new offices and a learning center in Riyadh. In Russia, despite the ongoing conflict, our strategic focus on the high-end market has allowed us to maintain strong performance.
We recorded a remarkable 21.7% growth in ACDX, fueled by significant achievements in Qatar, Egypt, KSA, and RSA, reinforcing our presence across the region.
At the core of our success is the EEMEA organization, a blend of experienced professionals and new talent. Moving forward, we are ready to implement our 2025-2027 strategic plan, driving sustained growth and innovation.
Europe
Europe
Our region delivered organic overall sales growth of 5.4%, significantly outperforming the market. This exceptional performance resulted in achieving new revenue milestones and solidified our position as market leader, or securing the #1 position in previously unheld territories and segments.
We made significant strides in European collaboration by leveraging expertise and enhancing operational efficiency. This created new growth opportunities for talent across all affiliates. We established new functions at local and regional levels, the latter including corporate account management, service excellence, human resources, and market innovation access.
Despite a fiercely competitive landscape, the team successfully drove commercial initiatives in the areas of process, business model, and management innovation; complementing product innovation to create a uniquely differentiated customer experience in all business areas.
Once again, the team demonstrated remarkable resilience and adaptability while overcoming various challenges and seizing new opportunities. They delivered practical solutions that resulted in outstanding achievements.
LATAM
LATAM
2024 was the last year of our Strategic Plan 22-24, and our team continued implementing and executing its objectives.
We continued to focus our clinical and market access programs, with communication activities aimed at reaching the different stakeholders within the healthcare system. For this reason, a strong clinical communication program was developed and implemented.
In 2024, we celebrated our biannual partner meeting in Barcelona, Spain, with almost 200 guests. End-user customers joined us for the first time and shared their experiences with our products and solutions. Also in attendance were colleagues from our new business units, Transfusion and Transplant, who shared their expertise and knowledge.
We made efforts during the year to bring our different digital solutions to the market. Indeed, our Diagnostics Management Tools are an integral part of our product offering, and our teams are expanding their use and value in the region.
We achieved excellent results across our core product lines, with a significant increase in Acute Care.
Finally, we expanded our operations by opening a distribution center in Bogotá, Colombia.
North America
North America
In 2024, North American sales revenue grew by a remarkable 5.2%. Our organization focused on bringing new innovations to market this year, highlighted by the launch of the GEM Premier 7000 with IQM3 in Acute Care and the large-format Anti-Xa and Rivaroxaban Calibrators and Controls in Hemostasis.
We were honored to receive several IMV ServiceTrak Clinical Laboratory Awards, which recognize excellence among top manufacturers. In North America, we proudly once again secured Best Service, System Performance, and Customer Satisfaction in the coagulation category, as well as Best Service and Customer Satisfaction in the blood gas category.
In early 2024, our North American organization united as one, officially integrating the Transfusion and Transplant business lines. Throughout the year, we focused on seamlessly aligning teams, colleagues, and processes to ensure a smooth transition.
During the year, we expanded our talent pool of people, welcoming over 35 new team members to North America, ensuring stability for sustained growth in the future.