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Case Studies

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Life science company seeking to optimize competitive positioning of new IVD testing platform

Analyzing customer requirements and needs for optimal product placement

Our Client's Challenge

Our client, a large and well-established life science tools company, had developed a new product platform for in vitro molecular diagnostics testing within hospital laboratories. With the platform in hand, they now faced the task of determining which specific set of diagnostic assays to add to it. Their main question was:

What types of diagnostic testing laboratory would most need our new platform and how should we tailor our test menus in order to achieve maximum adoption for each customer group?

The main goals of this engagement were to:

• Hone our client's R&D effort and minimize expenditure
• Position our client to best address specific customer requirements and unmet needs according to the size and type of hospital laboratory
• Help our client gain a competitive advantage in the marketplace

Scientia Advisors' Approach

Scientia Advisors carried out a comprehensive review of the entire molecular diagnostics market by assay to best identify opportunities for our client. As part of this overall process, Scientia Advisors:

• Ranked and prioritized assays by market size, growth and competitive intensity
• Conducted detailed interviews with laboratory managers to:
• Understand their current testing pain points
• Determine the types and associated volumes of MDx tests currently being performed "in-house" by various sizes of hospital labs
• Identify which groups of assays would be most desirable as a menu offering for specific type of laboratory
• Highlight specific markets where client's testing platform would be differentiated and/or add high value

The Results

Scientia Advisors presented a menu of assays and customer segments where the client's product platform and competencies would be a key differentiator.

Our Client pursued the recommended testing menu both through organic means and by signing specific licensing and commercialization deals. The company is currently launching their new IVD testing platform into the proposed customer segments.