Case Example

Developing a market entry strategy for point-of-care testing device in India

Client Challenge

The client, since its foundation in 1918, has leveraged its key technologies such as adhesives and coating and expanded globally across various industries including electronics, automotive, housing, infrastructure, environmental, and medical. The company’s R&D centre has developed a point-of-care Microalbumin testing device. As part of its overall growth strategy, the client wants to launch this device in India and in the UAE

Our Approach

The top management has requested UC to “Develop a Market Entry Strategy for the point-of-care testing device” with the following strategic questions to be answered across India:
● What is the current physician prescription trends for point of care (POC) testing devices?
● What is the current market segmentation for the POC testing devices?
● What is the prescription behaviour of general physicians and their key purchase criteria or barriers to adoption for the same?
● What is current distribution structure and dynamics for the POC testing devices?
● What is the regulatory landscape governing the POC testing devices?
● What is the competitive landscape for the point-of-care microalbumin testing devices and what are the key success factors for the same?
● What should be its entry strategy in these markets (including route to market, in-house vs outsourced manufacturing, etc.)?
In line to the above approach, the UC team conducted extensive primary research with ~100 respondents from multiple tier 1A, 1B, 1C and beyond cities. Respondents included general physicians, diabetologists, nephrologists, personnel from diagnostic labs, distributors and current equipment manufacturers.</p>

Our Impact

The Client was recommended to not proceed with the equipment in India for the following reasons :-
● The test did not find satisfactory utility for standalone testing
● The test was not recommended to patients on a large scale to justify adoption among clinicians
● Diabetologists are likelier to adopt the POC testing device over the targeted general physicians and nephrologists. However, diabetologists were low in volume in India
● While medical camps offer marketing potential, urine handling remained a concern
● Competitors provide equipment that tests multiple parameters along with the test considered by the client, thus limiting client’s value proposition