GTM Diagnostic Test Plan
- A biotechnology company aimed to develop a go-to-market strategy for a novel oncology drug, focusing on next-generation sequencing (NGS) versus immunohistochemistry (IHC)
- They sought to understand the use of molecular diagnostic platforms (IHC, ISH, NGS, liquid biopsy)
- The objectives were to map patient flow, identify drivers and hurdles to NGS adoption, evaluate future usage of NGS, liquid biopsy, and IHC, and provide recommendations for a companion diagnostic strategy
- Methodology: Combined qualitative and quantitative research, including in-depth interviews and structured surveys for comprehensive insights
- Sample Size: 8 qualitative interviews and 250 quantitative surveys for balanced analysis
- Targeted Audience: Medical lab scientist consultants, pathologists, laboratory managers, and directors for their expertise in molecular diagnostic platforms
- The study successfully mapped patient flow and diagnostic test processes across multiple clinic business models
- Identified the key drivers and barriers to the adoption of NGS
- Found that NGS, liquid biopsy, and IHC are all expected to be used in the future
- Provided actionable alternatives and recommendations for the client's companion diagnostic strategy
