Client Background
Innovator in Genomic Testing Tools
An innovative diagnostics firm specializing in Indian-manufactured genomic testing tools—including NGS, qPCR, and ddPCR platforms—was exploring growth opportunities in the Indian molecular diagnostics space. With a keen interest in applications such as non-invasive prenatal testing (NIPT) and genotyping, the client aimed to evaluate the market potential, identify high-opportunity customer segments, benchmark existing players on product and pricing, and gather direct feedback from end-users.
Challenge
Limited Insight into Segments and Competitors
Despite having advanced products ready for deployment, the client lacked deep insights into market segmentation, competitive positioning, and buyer behavior. They faced uncertainties around where to focus their go-to-market efforts, how to price effectively, and how their offerings compared to established players.
Healthark’s role
Defining Strategy through Deep Market Input
Healthark was brought in to guide the client’s India entry and product strategy through a structured, insight-driven approach. Our work combined detailed market research with primary expert engagement to inform decision-making. Key activities included:
- Expert Interviews Conducted in-depth interviews with ~40 domain experts, including pathologists, lab directors, clinicians, and CRO executives, to understand current practices, unmet needs, and purchase drivers across different segments.
- Opportunity Mapping Identified high-potential customer groups across hospitals, contract research organizations (CROs), diagnostic labs, and specialty clinics by evaluating volume trends, purchasing capacity, and readiness for advanced molecular platforms.
- Competitor Benchmarking Assessed both global and local players on product features, pricing structures, brand perception, and distribution strategies to highlight areas where the client could differentiate.
- Market Strategy Development Synthesized findings into a clear go-to-market strategy including pricing recommendations based on conjoint analysis, channel priorities, and positioning tactics tailored to Indian buyer behavior.
Empowering Tomorrow's Healthcare
By bridging the gap between innovation and market fit, Healthark supported the client in unlocking the true potential of homegrown diagnostic technologies. Our work laid the foundation for a data-backed, expert-validated commercial strategy that will bring advanced genomic testing tools closer to the Indian population.
