Infectious Pathogen Diagnostics Technology Commercialization
Clinical Diagnostics
50
5
7
Voice-of-Customer Research
Objective
A major diagnostics manufacturer had developed a novel technology for the rapid detection of infectious pathogens and required assistance in developing commercialization strategy and sales tactics. DeciBio’s services were contracted to profile relevant stakeholders, characterize existing workflows and acquisition / implementation processes, and develop a product-specific launch strategy.
Our Approach
Primary Research
- Conducted 50 in-depth stakeholder interviews with laboratory directors and hospital policy implementation supervisors in multiple settings across 7 different countries
- Interviews centered around technology usage, procurement responsibilities, interactions with other stakeholders, purchasing drivers / barriers, product evaluation criteria, pain points and unmet needs, and feedback on the client’s product profile
Quantitative Analysis
- Built a bottoms-up model of the pathogen screening / surveillance market segmented by technology, geography, setting, pathogen, etc., with 3 distinct model scenarios
Outcome
Based on research and analysis, DeciBio identified key purchasing stakeholders, outlined testing and purchasing workflows, and recommended commercialization and market development tactics
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Due Diligence
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Customer Segmentation
