Key needs for an auto-immune Point of Care diagnostic to achieve maximal market impact

Objective: Our client asked Cambridge Consultants to determine the functionality and disease target market for an auto-immune Point-of-Care (POC) diagnostic test.

Approach: A comprehensive programme of preliminary research together with 50 interviews with clinicians in both primary and secondary care, current and potential competitors and professional patient groups. Other broader market stakeholders included academics and diagnostic industry associations. Corporate interviewees included high-tech companies who may have a strategic future interest in this area.

Result: Our findings allowed accurate market segmentation together with sophisticated market modelling identifying external influences including pricing scenarios, reimbursement and uptake considerations for both near patient and Over-the-Counter testing. Significant market opportunities in several specific market segments were identified. From our analysis we defined the Unique Selling Propositions for a prospective auto-immune POC test.

Benefit: Our client had a clear vision of the diseases to be targeted, the volumes to be used and pricing scenarios to go to market. Additionally, we determined the level of endorsement required from professional patient organisations.