A global diagnostics leader was at a critical stage.
While still in the early stages of developing a new IVD solution, the company faced a pivotal decision on whether to continue investing or halt development. Therefore, they reached out to our team to determine its global business potential.
The innovative solution, which included a high-cost instrument and a portfolio of tests, required significant further investment in R&D. But before committing additional funds, the company needed a clearer view of its market potential. Would demand justify continued development? Where was the business case most compelling? And what risks or uncertainties could be roadblocks in the future?
The client wanted to use our market analysis to evaluate the opportunity and test its plan to launch within five to seven years.
A critical first step was estimating the total addressable market.
This was followed by identifying the client’s realistic market reach and the share it could potentially capture. We developed a market model to calculate revenue development over the next 10+ years, covering both assay and instrument sales. In addition, we modeled different menu expansion strategies post-launch to derive optimal launch and expansion menu.
To evaluate future competitive pressure, we looked at competing solutions and how their product pipelines might impact the success of the IVD solution. Another key focus was understanding adoption dynamics. Our team evaluated how quickly this new solution might be adopted across different segments. Based on identified use cases, we helped the diagnostics company pinpoint highest-potential segments and opportunities.
Finally, we ran risk and sensitivity analyses and tested a range of adoption and pricing scenarios to give the client confidence in the model’s robustness.
We helped the client’s leadership team assess future market potential versus R&D investment, informing their development decisions.
The project flagged areas of opportunity as well as critical success factors and risks. The market model is used by the client team to update assumptions and monitor ROI over the development period. The project’s results created a lasting impact for our client.
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