Our Business

Our Vision and Strategy

AMS is committed to the long-term, sustainable development of products and people that make a real difference to the societies we live in, to the patients our products help to heal and to the customers and stakeholders we serve every day.

Our strategic pillars driving future success


Exploiting the opportunities arising from having a broad product range, which are sold via multiple routes to market and across multiple geographies.


Delighting our customers and executing sales and marketing strategies that maximise success. Continually improving systems, products and processes to deliver business excellence.


Strong growth in US LiquiBand® with record levels of end-user sales volumes.

Launched LiquiBand® XL into the UK with the EU and the US to follow in early 2022 and mid-2022 respectively. Completed US Fix8® IDE enrolment with filing expected in 2022. Delivered approvals and launches of Surgical products and line extensions in multiple territories.

Expanded ActivHeal® into APAC, Gulf States and Africa. Progressed the operational and commercial synergies arising from the 2020 acquisition of Raleigh Coatings. Group-wide clinical plan to support MDR certifications with approvals achieved in 2021.


Strengthening our portfolio by developing or acquiring market leading high-quality products and investing in people to deliver innovation.


Creating products and services which delight our customers. Delivering at least three new products into the market annually which satisfy an unmet customer need.


Gained Seal-G® MIST CE approval: open device approved to include colourant. Commenced clinical trial and pilot launch with first sales. Launched RESORBA® Bone branded product into six new EU countries.

Voice of customer and market research initiatives for LiquiBandFIX8® and LiquiBand® XL platforms gained better insight in to surgical usage, perceptions, pricing and expectations. Invested in in-house cell culture laboratory to support entry into Bioengineered Skin Substitutes market for ex-vivo and cell proliferation testing, and creation of skin healing models. Developed dermal repair scaffold for skin substitute market.

Key Opinion Leaders (KOLs): focus groups, advisory panel solicited market feedback to inform early stage innovation project selection.

Operational Excellence

Continuously improving our operations to drive out cost, improve margin, focus on what our customers need and value and minimise operational risk.


Consistently supply high-quality products with a high level of customer service via an optimised and agile supply chain. Keeping our critical products and sites fully compliant and meeting all required market standards. Delivering a culture of continuous improvement.


Delivered 3.7% cost reduction projects across sites despite global supply chain pressures and Brexit.

Managed COVID-19 safe environment with continued strong safety performance (2021 Accident Incident Rate (AIR) Score of 1.7 (2020: 2.8)). Further embedded our Electronic Quality Management System (eQMS) across multiple sites.

Implementation of key investments delivering capacity, cost reduction and reducing business risk. Continuous improvement activities resolved process issues to improve our yields.

Implemented forecasting tool to improve forecast accuracy and process. Successful integration of Raleigh operations with collaboration across other Wound Care sites.

Successful MDR Audits across Plymouth and Winsford sites.


Investing in hiring and developing talent while embedding our Care, Fair, Dare values.


Creating a high performance culture by investing in people. Developing leaders who can manage transformational change in a culturally diverse environment. Focused action on training and improvements identified through employee engagement.


Drew on our Care, Fair, Dare values to help manage our way through COVID-19. Developed ESG Framework and launched an ESG Steering Committee to manage and embed ESG across the Group. Launched employee engagement tool, allowing communication and actions to build engagement with tracking throughout the year.

Utilised Apprenticeship levy to support 18 employees in continuing professional development. Rolled out Diversity and Inclusion training across the business. Introduced Altogether AMS as our branded forum to focus on inclusivity. Further implemented the Management Development Programme. Invested in a platform to manage candidates electronically through the recruitment process with an ability to reach international job boards to attract high quality talent into our business.