NIPT Market Landscape and Strategy
Clinical Diagnostics
20
10
3
Voice-of-Customer Research
Competitive Analysis
Customer Segmentation
Go-to-Market Strategy
Objective
A large multi-national diagnostic company was interested in understanding the market landscape and potential strategy for the decentralization of NIPT in the U.S.
Our Approach
Secondary Research
- Determined key drivers and barriers affecting stakeholder adoption of in-house NIPT testing based on lab type, hospital size, and rates of prenatal care
- Analyzed stakeholder feedback on three potential test profiles to determine strengths and weaknesses of test specifications, workflow, and technology
- Outlined customer profiles of stakeholders more likely to favor certain testing profiles and recommended tactics to drive adoption within these groups
Primary Research
- Assessed existing knowledge base of stakeholders regarding prenatal testing paradigms, including gaps in knowledge that limit current attractiveness of in-house testing
- Interviewees included lab personnel working across reference labs and hospital labs who conduct in-house women’s health molecular testing
Outcome
DeciBio shared research findings with the client, key takeaways included:
- Likelihood of adoption of in-house NIPT tests based on lab type and potential avenues to drive adoption in current testing paradigm
- Quantitative feedback on potential testing solutions and recommendations for improvements to increase test competitiveness
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