Case Study: Strategy for Clinical Chemistry Products

A leading, established Japanese analytical instrument manufacturer developed two diabetes (A1C) testing product concepts. Already a leader in Japan, the client was looking for guidance on how best to penetrate the American market.

The client engaged Chrysalis to assess product/market fit, evaluate potential business models, and build a U.S. entry strategy.

Executed and summarized 30 in-depth interviews with endocrinologists, hospital, reference and ambulatory care facility lab directors, and KOLs to understand usage patterns/trends, the purchasing/evaluation process, positioning of competing suppliers and gauge reactions to new product concepts. Identified, sized and developed strategy to address novel opportunity (gestational diabetes). Analyzed key competitors to uncover their strategies and recommend actions for the client.

 

• How will the company’s product concepts be received by clinical laboratory directors and physicians (endocrinologists)?
• How are they competitively differentiated?
• What does the evaluation and purchasing process typically involve and how can it be influenced?
• What trends (technical, marketing, regulatory, reimbursement, accreditation, centralization) exist in the market?
• What aspects of functionality/attributes should be emphasized or de-emphasized with the client’s product?
• What are the implications for product development, commercialization and competitive advantage?

Developed clear guidance for product development, established staged commercialization roadmap (activities, business model) for devices, uncovered critical competitive intelligence and gained valuable customer advocates.

“We felt very comfortable working with Chrysalis. They quickly understood our business and the products we were considering launching in the U.S. Communication, which is often difficult, was easy. I never felt the distance between Japan and the United States. Their findings and recommendations for entry into the U.S. market were useful and have led to our success.”