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The J&J Lesson

 
• By Ken West, Jim Woodward, and Reinhard Merz

J&J's exit from the coronary angioplasty market was a sign of the end of an era. Without a product at the high end of innovation, it was left with a basic product that in the interim had become commoditized.

The first challenge to Johnson & Johnson’s coronary angioplasty business came from Guidant Corp.’s introduction of a stent with greater flexibility and an improved delivery balloon catheter. The results were stunning: Guidant captured a 70% market share within 45 days of launch and by the end of 1996, the J&J market share had dropped from 91% to 8%.

Market consolidation was moving at a rapid pace. Boston Scientific Corp. had bought SciMed Life Systems Inc. in late 1994 and Heart Technology Inc. soon thereafter.

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