Melanoma Diagnostic (IVD Molecular Diagnostic Tissue System)
Identified critical information describing how the Client’s novel melanoma diagnostic overcomes current shortcomings in melanoma testing. Defined how pathologists will integrate the melanoma diagnostic in their current practice. Created plausible sales projections for the new methodology. Our work, based on secondary literature review and qualitative in-depth interviews with leading opinion leader pathologists, led to the client securing funding for completion of product development. Our approach centered on the following actions:
- Defining how a novel melanoma test is integrated within current practice
- Understanding of benefits and unmet needs of current melanoma tests
- Quantifying the perceived value (price) verses current methods available
- Establishing plausible sales forecast projections
Cell Based Sample Prep System (IVD Flow Cytometry Pre-analytical System)
Identified gaps in existing systems where client’s concept will excel compared to current methods. Confirmed the value of client’s technology at 50% higher than current methods. Created plausible sales projections for the new methodology. Our work, based on quantitative market research with flow Cytometry operators across life science and clinical sectors, led to the client securing funding for prototype production. Our approach centered on the following actions:
- Collecting comparisons of current methods gaps and advantages
- Learning key buying priorities for all key buying sectors
- Quantifying perceived value (price) verses current methods available
Novel Detection Technology (Polymer Detection System for Flow Cytometry)
Identified and cultivated target diagnostic companies by conducting client product evaluation program leading to company acquisition by a fortune 100 IVD diagnostic company. Our approach centered on the following actions:
- Identifying key targets based on technology assessment process
- Defining key target sectors and conducting introductory visits with client
- Leading the business development discussions with partner
Recurrence Genomic Profile Prostate Cancer Test (CLIA Lab Genomic Profile Test)
Validation study defined the decision making workflow determining when the test is integrated into current practice. Results of study showed prostate risk score are useful in watchful waiting situations to prevent unnecessary treatment. Our work, based on 30 qualitative interviews with leading opinion leader urologists, led to the successful launch of the test. Our approach focused on defining the following variables:
- Perceived clinical utility (what treatment decision will be informed)
- Clinical decision point triggers to order the test
- Patient segment selected
- Path for test sample to be processed and ordered
Pathology IHC Advanced Staining System Portfolio (IVD Tissue “Systems” Selling)
Identified the key buying influences driving pathologists to switch to a new IHC platform from a competitive supplier. Voice of Customer results served as a catalyst for development of a new marketing strategy to complete systems selling of both capital equipment and reagents. We collaborated with our client’s field sales team to conduct qualitative in-depth interviews with leading opinion leader pathologists. As a result of our work, our client achieved competitive year over year 20% growth following conversion. Our approach centered on the following actions:
- Defining the trigger points causing pathology labs to switch suppliers
- Understanding challenges of adopting new reagents
- Understanding buying influences driving pathologist decisions
- Finding opportunities for leveraging current assets to drive faster adoption
Lymphoma Companion Diagnostic (Pharma Tx Requiring CDx)
Created a roadmap for a Pharmaceutical client to understand the steps to CDx partner selection, market access and companion diagnostic commercial launch. Facilitated CDx partner discussions and reviewed agreements to educate client on key partner opportunities and strengths. Client advanced to partnership agreement with major CDx partner. Our approach centered on the following actions:
- Defining key CDx commercial priorities for successful launch
- Understanding the benefits of IVD product vs. LDT service company
- Understanding reimbursement considerations prior to launch
MRSA Hospital Associated Infection System (IVD MolDx PCR System)
Developed point-of-sale case studies from customer presentations and publications highlighting the clinical and economic benefits of a hospital associated infection diagnostic test. Our approach focused on communicating the following facts to the customers:
- The hospital challenge to integrate the test, the solution and overall cost and clinical benefits
- Overall cost savings ranging from $500K- $2.3M
- Overall reduction in infection ranged from 50-80%.
IHC Reagent to Systems Selling Company (IVD Advanced Staining System)
Served as a consulting “marketing director” to facilitate launch of an instrument platform company transformation from a reagent supplier. Facilitated go-to-market plan with client resources and developed positioning and creative direction of all commercial marketing pieces. Served as program manager for launch of instrument platform facilitating multi-disciplinary team to commercial launch at major tradeshow. Instrument platform successfully launched with full menu in March 2012. Our approach centered on the following actions:
- Facilitating ALL-SYSTEMS-GO instrument launch program with multi-disciplinary client team members
- Developing branding and communication messaging for Instrument and Reagent Launch
- Serving as a catalyst to develop key priorities and collateral for launch Sales Meeting and Trade Show program
- Facilitating key opinion leader Scientific Advisory board meeting at annual scientific meeting