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Chapter 11 - Commercialization and Market Assessment of COVID-19 Assays

Published online by Cambridge University Press:  06 January 2024

By
Manuel Kingsley ,
Sunshine Moore ,
Heath Naquin ,
Eliseo Velasquez ,
Emily Kennedy  and
Grace Bendinger
Edited by
Steven C. Schachter  and
Wade E. Bolton
Steven C. Schachter
Affiliation:
Harvard Medical School
Wade E. Bolton
Affiliation:
VentureWell/Rapid Acceleration of Diagnostics (RADx)
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Summary

Commercialization is the process of bringing diagnostics from the laboratory setting to the commercial market. Rapid Acceleration of Diagnostics (RADx®) portfolio companies were tasked with developing and producing millions of rapid, accurate, low-cost, and convenient COVID-19 tests to meet surging demand, but tests only help if people can access them. Many would-be purchasers discovered that tests alone would not solve the problem – they needed comprehensive testing solutions. In this chapter, we discuss RADx’s role in assisting portfolio companies in understanding customers’ evolving needs; the shifting market dynamics with each new wave, vaccine, or variant; and the barriers and opportunities to market success. We highlight go-to-market strategies and policy decisions that worked well and we outline policy and regulatory barriers that hindered broader success. We reflect on the lessons learned and potential solutions to adopt before the next pandemic and in the broader context of the future diagnostic delivery system.

Keywords

commercializationcustomer discoverymarket researchmarket intelligencecompetitive assessmentbusiness developmentgo-to-market strategybarriers to market entrytesting solutionsschool and employer testing
Type
Chapter
Information
Accelerating Diagnostics in a Time of Crisis
The Response to COVID-19 and a Roadmap for Future Pandemics
 , pp. 211 - 235
Publisher: Cambridge University Press
Print publication year: 2024

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References

White House, Statement from the Press Secretary regarding the Administration’s purchase of 150 million rapid COVID-19 tests (August 27, 2020). https://tinyurl.com/ynjd6ajm.Google Scholar

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