Our client was a market leader in point-of-care (POC) devices used to measure transcutaneous bilirubin (TCB) levels in neonates. While rising rates of neonatal jaundice were expected to increase demand for non-invasive bilirubin testing, the client faced two strategic challenges.
First, competitive pressure was increasing, threatening their dominant position in the TCB market, particularly in the US. Second, adoption patterns differed significantly between regions. While TCB testing was widely used in the US, European markets were more likely to rely on serum bilirubin (TsB) testing.
As the client began developing a next-generation POC device, they needed to understand both the clinical workflow for bilirubin testing and the hospital buying process for bilirubin testing devices, as well as the barriers limiting TCB adoption in certain markets.
Key questions included:
-How do hospitals currently screen and manage elevated bilirubin levels?
-Why is TCB testing less widely adopted in Europe than in the US?
-How do hospitals evaluate and select bilirubin testing devices?
-Which features would be most important in a next-generation device?
1. Workflow and Market Understanding
We began by analysing bilirubin testing workflows across different healthcare systems to understand how clinical and operational decisions are made in practice, and how these workflows influence testing methods and device requirements.
2. Stakeholder Market Research
We conducted 66 in-depth interviews across the US, UK, Germany and Australia with key stakeholders involved in neonatal screening and device evaluation, including:
-Neonatologists
-NICU and Well-Baby Unit nurses
-Laboratory managers and Point-of-Care coordinators
-Hospital purchasing managers
Interviews explored testing workflows, perceptions of TCB vs. TsB testing, the factors influencing device selection, and reactions to next-generation device concepts.
3. Insight to Strategy
Insights from the interviews were consolidated into a multi-country report translating findings into actionable recommendations for product development and commercial strategy.
The project delivered:
-Detailed workflow maps showing how hospitals screen for elevated bilirubin levels in each market.
-Clear insights into regional differences in TCB adoption, particularly between the US and Europe.
-Understanding of how hospitals evaluate and select bilirubin testing devices, including the stakeholders influencing purchasing decisions.
-A prioritised feature profile for the next generation TCB device.
The research provided the client with a clear understanding of bilirubin testing workflows and the drivers behind regional differences in adoption.
These insights also clarified how hospitals evaluate and purchase bilirubin testing devices, helping the client understand where clinical preferences, operational considerations, and purchasing stakeholders influence adoption.
As a result, the client was able to prioritise innovations for their next-generation device and refine their strategy to address key workflow challenges, user concerns, and hospital decision-making processes, helping to protect market share and expand adoption in international markets.