Lucy Hattingh Consulting

Taking in vitro Diagnostics Products from Concept to Market

Since 2015

A consultant with REAL LIFE experience

Lucy Hattingh Consulting

Taking in vitro Diagnostics Products from Concept to Market

Since 2015

A consultant with REAL LIFE experience

Consulting Services

Work with a consultant who has real life experience bringing multiple IVD products to market

Develop Evidence Based Product/Market Fit for a New Product

Establish objective customer value:
- Understand the value of the product/proposed product to all players along the value chain - labs, physicians, payers and patients
- Market segmentation
- Research detailed design requirements
- Complete customer requirements documents
Describe competitive landscape and assess competitive strengths and weaknesses
Develop evidence-based understanding of unique product value and potential market opportunity

Develop a Market/Revenue Model You Can Present with Confidence

Build a bottom up market model that estimates volumes and value as well as future potential growth:
- with clear and referenced assumptions
- validate assumptions as thoroughly as needed e.g. using direct market research (the larger the contemplated investment, or the higher the perceived risk, the more validation may be needed)
- get behind the numbers and understand market dynamics
- ability to ask "what if"questions
Projected P&L for the product development program (working alongside company finance team)

NOTE: Commercial market reports provide market value based on participating company revenues.

Don't provide the pricing details that support the reported market value
What if you need to estimate market volumes?
What if your product is a new innovation with an as yet undeveloped market?

Build and Execute a Marketing Strategy & Plan

Establish a fact base including detailed customer value, competitive landscape and market projection
Build the unique competitive value story and lay out evidence required to support it including clinical study plan
Develop and validate messaging
Select communication channels
Prepare marketing and sales plan with budget
Execute sales and marketing plans via all selected channels

Analyse IVD Companies and Markets or Market Segments

How strong is their competitive position with their current and planned IVD product portfolio?
What is the opportunity for growth in currently addressed market segments?
What future opportunities may be available to them?

Investigate New Markets E.g. Entering the US market

Identify Key Opinion Leaders and initiate relationships
Seek out early evaluators and adopters
Prepare information about new markets e.g. customer market research, structure of the healthcare system, high level regulatory and reimbursement requirements for the proposed product
Introduction to a network of specialist consulting companies e.g. regulatory or reimbursement support
Develop segment specific go to market strategies and marketing plans with budgets

Thinking Partner Going Forward

Once the above work has been completed, a deep understanding of the client business will have been gained.

Useful external sounding board/thought partner for ongoing strategic thinking and resolving dilemmas that inevitably arise going forward (either as an individual or as an advisory board member)
Review progress and support decision making as marketing plans are executed

Explore opportunities in Low & Middle Income Countries

Understand the structure of the healthcare system related to the product of interest
Conduct primary market research with prospective customers and other stakeholders
Build connections with influential NGOs
Develop go to market strategies and marketing plans with budgets

Prepare Components of Above

Much of the work required to prepare a business case or build a marketing plan may have been previously completed, but individual components still need attention e.g. the market model or the competitive landscape assessment

you need external support When you are ...

A Large IVD Company Entering New Market Spaces or with Work Overflow

Evaluate new opportunities in the IVD market, or new segments of the IVD market e.g. molecular diagnostics for the first time and don't yet have the relevant knowledge in house
Prepare the market for new products that don't easily fit into your current sales and marketing organisation
Conduct commercial due diligence on a new project/acquisition that needs to remain confidential in its initial stages
Bring in an independent point of view who is outside the company "group think"
Keep your deadlines despite staff shortages e.g. while staff searches are in progress, during hiring freezes or maternity leave

A Small and Mid-Sized IVD Company Needing Experienced Marketing Skills

Get early stage product marketing work done by an experienced professional and hold off on full time hiring until later in the development timeline
Have your new or small marketing team benefit from an experienced sounding board
Develop early customer relationships in a new market before hiring local full time staff

Private Equity or VC Investor Analysing Opportunities for a Target Company in the IVD Test Space

Build an understanding of the strength of the company business based on their product portfolio, addressed market segments and competitors
Understand future growth opportunities for target companies

Companies or NGOs Wanting to Build Access to Diagnostics in LMICs

Add an individual to your team who has both deep knowledge of the diagnostics market and familiarity with the challenges of operating diagnostics services in resource limited settings being currently based in South Africa and having conducted several projects in Sub-Saharan Africa

Market Research Companies Who Need Extra Part Time Hands

Count on a knowledgable person to conduct interviews with health care providers and/or analyse results, prepare reports and present outcomes to your clients

Lucy Hattingh Consulting

Lucy Hattingh Consulting

Experience and focus

VALUE

CLIENT FOCUS

CLIENT FOCUS

CLIENT FOCUS

CLIENT FOCUS

CLIENT FOCUS

EXPERIENCE

CLIENT FOCUS

EXPERIENCE

Consulting Services

Work with a consultant who has real life experience bringing multiple IVD products to market

Develop Evidence Based Product/Market Fit for a New Product

Develop a Market/Revenue Model You Can Present with Confidence

Build and Execute a Marketing Strategy & Plan

Analyse IVD Companies and Markets or Market Segments

Investigate New Markets E.g. Entering the US market

Thinking Partner Going Forward

Explore opportunities in Low & Middle Income Countries

Prepare Components of Above

you need external support When you are ...

A Large IVD Company Entering New Market Spaces or with Work Overflow

A Small and Mid-Sized IVD Company Needing Experienced Marketing Skills

Private Equity or VC Investor Analysing Opportunities for a Target Company in the IVD Test Space

Companies or NGOs Wanting to Build Access to Diagnostics in LMICs

Market Research Companies Who Need Extra Part Time Hands

Contact Me

Drop me a line!

Lucy Hattingh Consulting business address

Business Hours

Lucy Hattingh Consulting

Lucy Hattingh Consulting

Experience and focus

VALUE

CLIENT FOCUS

CLIENT FOCUS

CLIENT FOCUS

CLIENT FOCUS

CLIENT FOCUS

EXPERIENCE

CLIENT FOCUS

EXPERIENCE

Consulting Services

Work with a consultant who has real life experience bringing multiple IVD products to market

Develop Evidence Based Product/Market Fit for a New Product

Develop a Market/Revenue Model You Can Present with Confidence

Build and Execute a Marketing Strategy & Plan

Analyse IVD Companies and Markets or Market Segments

Investigate New Markets E.g. Entering the US market

Thinking Partner Going Forward

Explore opportunities in Low & Middle Income Countries

Prepare Components of Above

you need external support When you are ...

A Large IVD Company Entering New Market Spaces or with Work Overflow

A Small and Mid-Sized IVD Company Needing Experienced Marketing Skills

Private Equity or VC Investor Analysing Opportunities for a Target Company in the IVD Test Space

Companies or NGOs Wanting to Build Access to Diagnostics in LMICs

Market Research Companies Who Need Extra Part Time Hands

Contact Me

Drop me a line!

Lucy Hattingh Consulting business address

Business Hours

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