Entering uncharted territory with a first-in-class solution can be challenging.
A global IVD company wanted to enter the immunology diagnostics space with a unique multiplex test. But without any directly comparable offerings in the market, the company was struggling to price its new solution.
Each of the launch markets – the US, the UK, Germany, and Italy – had its own challenges, including distinct reimbursement policies, purchasing behaviors, and clinical expectations. The client needed a clear understanding of how the test would be valued across these target markets to develop a pricing strategy that was both competitive and commercially viable.
We stepped in to deliver that clarity by defining pricing potential and building a strategy that balanced market appeal and long-term profitability.
The client needed structured market insights to shape its pricing decisions.
Therefore, we focused our research on four core areas:
- Reimbursement analysis: Analyzed existing reimbursement levels for immunology diagnostics and clarified estimated average reimbursements per test per country.
- Competitive price mapping: Examined real-world pricing for existing tests to understand what labs across different customer segments - academic labs, community labs, reference labs - were currently paying.
- Perceived value assessment: Collected detailed stakeholder feedback to gauge the solution’s strengths, weaknesses, and relative performance versus incumbents.
- Willingness to pay modeling: Assessed pricing across both out-of-pocket and reimbursed settings, incorporating lab margin expectations and premium pricing potential across different segments.
We provided market-specific pricing recommendations backed by strong analysis.
Our evidence-based strategy gave the client a pricing roadmap tailored to each country’s reimbursement structure and commercial environment. This also helped the company understand where to focus launch efforts, how to engage decision-makers, and what evidence would support future pricing.
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