Case study: How 360 qualitative insights gave strategic direction into the development of an oncology biomarker


The challenge

Our client needed to understand molecular diagnostic testing growth opportunities for a new biomarker in oncology. They wanted to understand the current market landscape, identify potential leverage points that would maximise use of the biomarker testing in a particular tumour and determine the appropriate stakeholders who are involved in the biomarker evaluation process.

Biomarker case study
Biomarker case study


The challenge

Our client needed to understand molecular diagnostic testing growth opportunities for a new biomarker in oncology. They wanted to understand the current market landscape, identify potential leverage points that would maximise use of the biomarker testing in a particular tumour and determine the appropriate stakeholders who are involved in the biomarker evaluation process.

The solution
We conducted 104 qualitative face-to-face and telephone interviews with a range of different stakeholders; Oncologists, Surgeons, Radiologists and Pathologists in Canada, France, Germany, Italy, Japan, Spain, UK and US. 360°feedback on the process and the involvement of individual HCP types was gleaned using a highly explorative discussion around the processes and decision points involved. From this, decision trees were developed and opportunities and threats to testing were identified.

The outputs
We provided our client with conclusions and recommendations based on biopsy and tissue availability, testing logistics and reactions to our client’s new biomarker assay profile. From our analysis we successfully provided key insights regarding the market landscape of molecular diagnostic testing whilst further offering advice regarding next steps and opportunities for our client’s biomarker.

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