What’s not working for commercial teams in the Diagnostics & Laboratory Solutions sector?
Diagnostics companies have a tough job. Selling lab equipment isn’t just about the machine, it usually locks the buyer into using your chemicals and cartridges for years. That makes labs really cautious before they commit.
On top of that, in the US there’s also the big question of whether insurance will actually pay for these new tests? And then there’s the regulatory process, which can drag on for years and cost a fortune. So even when the tech is great and adds real clinical value, getting it to market is anything but easy.
Reimbursement uncertainty
This uncertainty paralyses purchasing decisions. Hospitals and labs won't invest in new testing technology if they're unsure whether insurance will pay for the tests. Even clinically superior diagnostics face adoption barriers when reimbursement remains unclear. Labs that adopt too early risk running tests at a loss.
Proving clinical utility
This requires overcoming entrenched testing methods. Existing tests may not be perfect, but they're familiar, trusted, and "good enough" for most physicians. Convincing doctors that a new test provides meaningfully better answers requires compelling clinical evidence and often means changing established diagnostic pathways and treatment protocols.
Consumables lock-in
Consumables lock-in creates purchasing caution. Labs understand that choosing a diagnostic platform commits them to years of consumables purchases at prices the manufacturer controls. This creates intense scrutiny of total cost of ownership and fears about being held hostage to future price increases. Transparency about consumables pricing is essential but often reveals economics that concern buyers.
Lab workflow integration
This can't disrupt operations. Labs run thousands of tests daily with strict turnaround time requirements. New equipment must integrate seamlessly into existing workflows without creating bottlenecks or requiring significant process changes. Solutions that require major workflow redesign face resistance regardless of clinical benefits.
Regulatory pathways
Regulatory pathways delay market entry and increase risk. FDA clearance and CLIA certification take years and cost millions, creating a painful gap between innovation and commercialisation. Buyers also prefer established products with regulatory approvals over new technologies still navigating approval processes.
Volume commitments
Volume commitments clash with cautious adoption curves. Diagnostic manufacturers need large orders to justify production costs, but labs won't commit to high volumes until they've validated the technology with smaller-scale testing. This chicken-and-egg problem slows adoption even when clinical evidence is strong.
The sales imperatives for medical device companies
Discover the four biggest challenges faced by medical device sales teams and the strategies sales teams are adopting to help them sell better. Learn why a formal sales methodology will help increase profitability and how to sell new commercial models and other added value initiatives.
Address reimbursement concerns
Address reimbursement concerns by exploring the clinical and economic value that proper reimbursement would enable rather than avoiding the elephant in the room
Build clinical utility cases
Build clinical utility cases by helping physicians articulate limitations of current testing methods they've learned to work around
Defuse consumables lock-in fears
Defuse consumables lock-in fears by discussing total cost of ownership transparently and comparing it to current testing costs including hidden inefficiencies
Demonstrate workflow fit
Demonstrate workflow fit by understanding current lab operations deeply before positioning how technology integrates rather than assuming it will
Create adoption urgency
Create adoption urgency by exploring implications of diagnostic gaps – missed early detection, delayed treatment, unnecessary procedures
Navigate volume-adoption tension
Navigate volume-adoption tension by helping early adopters articulate the strategic advantage of being ahead of inevitable market shifts
Solutions for the Diagnostics & Laboratory Solutions industry
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