Case Example

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

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 UAE:
● 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 primary research with ~25 respondents in Dubai. ● Along with interviews with clinicians such as general physicians, diabetologists and specialists, UC also interviewed with personnel from regulatory authority, insurance companies, diagnostic laboratories, manufacturers and pharmacies

Our Impact

The client was provided a synthesis of findings from the city of Dubai :-
● The test considered by the client is not currently allowed as a point of care test in Dubai
● Further, the client would require the necessary approvals with both the UAE governing body and the Dubai regulatory authority for the equipment to be sold
● 90% of Dubai’s population is estimated to be insured patients
● High rejection rate by insurance companies (15% to 20%) for tests not in the norm affects test prescription rates, especially for non-critical tests
● Further, low adoption among private clinics, polyclinics, hospitals and diagnostic centres further limit potential for the POC device