The challenge
The client’s existing testing portfolio was performing well, yet leadership recognized the need to diversify into adjacent diagnostic markets. They lacked clarity on where their capabilities best aligned with emerging clinical demand and sought a structured understanding of market attractiveness, customer needs, and competitive dynamics.
The solution
BCE applied a market mapping framework that integrated secondary research, expert input, and data triangulation to assess market size, trends, and competitive activity. The team evaluated customer needs, clinical adoption patterns, and channel structures to test hypotheses about high-potential demand areas. BCE synthesized findings into a market attractiveness model that compared segments based on strategic fit and feasibility of entry.
The results
BCE delivered a clear view of core and adjacent testing segments, including customer and competitive drivers. The final recommendations outlined prioritized expansion opportunities supported by segment profiles and attractiveness scoring, along with strategic next steps to validate and pursue the most promising markets.
