Blog | 6/3/2025

Diagnostics Unlocked: The Market Access Imperative

By Donna Hochberg, PhD, Chris Karras, Peter Origenes, Martha O'Neill, Ivan Hristov, Alfonso Barrios, PhD, Jenna Harding, PhD, Shun Hang (Henry) Chan, PhD

Series Guide

Now more than ever, the successful commercialization of new diagnostic tests and technologies requires a robust and holistic market access strategy.

Historically, diagnostics companies have undervalued the importance of market access. As a consequence, the industry is playing catch-up to other segments of healthcare, like therapeutics.

This blog series provides guidance to diagnostics innovators on how to think about market access strategy and best practices for executing these initiatives.

Whether your company is an established player reconsidering the structure of its market access and medical affairs organization, seeking guidance on determining the level of investment for a particular product, or an emerging organization launching its first product, these lessons will apply.

Innovation is Not Enough! Why Market Access is the New MVP for Diagnostics		The Secret Sauce: Keys to Success in Diagnostics Market Access		Market Access Execution: Have You Covered Your Bases?
Learn about the recent market events and trends that have and are making a robust market access strategy no longer optional but essential, even for the most basic diagnostic products. You could say that for diagnostics, market access is now not just the most valuable player but a core part of the minimum viable product. Read here.		Explore our top-level keys to market access strategy success. The right approach can make or break a product's commercial success and safeguard value in an environment where intellectual property protection is often limited. Read here.		Understand how to effectively design a holistic market access strategy across five major components by posing the critical questions the cross functional market access team needs to answer. Read here.