Opportunity assessment for a genomic test (Oncology)

Our client (a manufacturer of diagnostic tests) was seeking to expand their portfolio through acquisition and development of new tests. We leveraged market research to assess opportunities for specific tests under evaluation. After conducting a thorough exploration and examination of prior research, we conducted qualitative interviews with physicians (to develop use cases for potential tests) and payers (to understand perceived coverage and potential for tests) before conducting an overall quantitative survey among physicians to obtain feedback on clinical utility, drivers and barriers, and use. These efforts helped the client prioritize portfolio options and focus on use cases (potential tests) with highest unmet needs. This work also encouraged the client’s decision not to pursue an externally developed test seen as having low utility (A recommendation supported by later external meta-review concluding that the test lacks evidence of clinical utility.)