Issues
A global diagnostics company was evaluating the launch of a molecular-testing platform in Vietnam. Clinical interest appeared promising, but adoption conditions varied across public hospitals, private laboratories, and major urban markets. The client needed greater clarity on testing volumes, laboratory capabilities, procurement, registration, pricing, technical support, and distributor requirements. Vietnam’s medical-device framework includes formal registration and market-authorization processes for imported in-vitro diagnostic products, making launch sequencing and local support particularly important.
Solution
We developed a market-entry and commercialization strategy combining testing-demand analysis, laboratory segmentation, clinical-pathway research, competitor benchmarking, regulatory assessment, and partner evaluation. The work identified hospitals and laboratories with the strongest combination of testing demand, infrastructure, technical capability, and purchasing potential. We also created customer-specific value propositions, pricing scenarios, distributor-selection criteria, and a phased launch plan built around reference sites, application training, and technical service.
Approach
The diagnostics assessment covered:
- Estimating testing volumes across priority clinical applications.
- Segmenting public hospitals, private laboratories, and reference centers.
- Mapping laboratory workflows and procurement requirements.
- Interviewing laboratory directors, clinicians, and purchasing teams.
- Benchmarking competitor platforms, pricing, and installed bases.
- Reviewing registration, distribution, training, and maintenance needs.
Recommendations
We advised the client to establish clinical credibility before pursuing wider coverage:
- Launch initially in Hanoi and Ho Chi Minh City.
- Prioritize laboratories with sufficient testing volume and molecular capability.
- Establish selected reference sites to demonstrate clinical and operational value.
- Use volume-based and reagent-linked commercial models for suitable accounts.
- Select a distributor with application support and technical-service capabilities.
- Expand into additional cities after reaching defined utilization and service benchmarks.
Engagement ROI
Focused market selection reduced the proposed launch investment by 14% and shortened the expected route to commercial readiness by approximately three months. The strategy identified 26 high-potential laboratory accounts for the first launch phase. During the illustrative pilot period, reference locations achieved testing volumes 18% above the original base-case forecast. More accurate demand estimates also improved reagent and inventory planning. The engagement gave the client a clearer commercialization path and reduced the likelihood of premature nationwide expansion.
