A global diagnostics company was preparing to launch a liquid-based multi-cancer early detection (MCED) solution.
The goal was to transform today’s cancer screening approach and gain a first-mover advantage in markets such as the US, Europe, and Japan.
The project addressed a set of complex strategic questions: How would cancer diagnosis and treatment pathways need to evolve? Would payers, policymakers, and regulators support such a disruptive screening tool? And, most importantly, what pricing strategy would ensure successful market entry across different global healthcare systems?
We worked closely with the client to build a market-informed strategy to support launch planning across the scope countries.
To start, we mapped national cancer screening programs, funding flows, and regulatory conditions to understand where a new multi-cancer screening innovation might fit.
Next, we consulted key stakeholders – including policymakers, key opinion leaders, public and private payers – to understand perceptions of the product’s value, identify adoption barriers, and assess overall payer readiness. These insights informed early assumptions around potential adoption paths and highlighted critical factors likely to influence willingness to pay.
Guided by these findings, we supported the client in refining the product development roadmap, identifying viable access pathways, and shaping a pricing strategy tailored to each market.
This partnership shaped the global launch roadmap and informed the strategic investment decisions.
With a deeper understanding of stakeholder dynamics and a globally informed pricing strategy, the diagnostics company is now well-positioned to purse long-term commercial goals.
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