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What clinical and/or commercial needs would the product meet?
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Which clinical indication(s) would be the best for the technology?
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Who were the end-customers and what were their unmet needs?
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Who were the key players in this market and what were the key features of the potential competition?
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What size was the opportunity for a preferred indication/market segment?
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What difficulties might be expected regarding penetration of the preferred market segment(s)?
The programme of work
Bridgehead carried out a thorough analysis of the Point of Care (POC) diagnostics market, including the current and future competitive environment. An in-depth technical review of the client's product in relation to the competition in this market was completed. In addition, a programme of primary research involving in-depth interviews with experts in the POC diagnostics market and likely end users of the technology (e.g. physicians based in emergency care departments) was conducted. An interactive workshop with key client personnel facilitated by Bridgehead was used to present the research findings and to establish the future strategic direction for the product and the company.
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The
deliverables to the client |
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Bridgehead Consulting delivered a
comprehensive analysis of the POC diagnostics market
in relation to the company's technology and current
development/commercial activities. This included a
full review of companies involved in the sector, as
well as products currently available on the market
and in development, in order to determine the technology's
key competitive advantages. Conclusions were presented
on the size and nature of the potential opportunity
for the client's POC diagnostic tool including:
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A comparison of the technical
characteristics of the product with similar technologies,
highlighting its potential advantages.
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An evaluation of the attractiveness,
competitive position and commercial potential for
the product, including its USPs.
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Preferred market segments to target in order to achieve the maximum commercial return.
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The
project achievements |
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Added value
During the project, Bridgehead identified several attractive application areas for the client's technology in its chosen markets of Western Europe and the US, but also identified additional potential market opportunities in Asia.
Bridgehead also recommended that the client partnered with a more established player in the diagnostics market at an early stage rather than continuing the development programme alone, in order to achieve early entry into all international markets. Late stage discussions with potential partners are now underway.
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