How a Clinical Diagnostics Company evaluated market demand and pricing for a new mobile application designed to support hematology analyzers across hospital and reference-lab environments.
A Clinical Diagnostics Company aimed to evaluate market demand and pricing for a new mobile application designed to support hematology analyzers across hospital and reference-lab environments. Leadership needed to pinpoint the features that truly drive adoption, understand approval barriers inside regulated lab networks, and identify optimal pricing and packaging (single-site vs multi-site) to maximize uptake.
PROOF Insights (then PROOF Insights) designed a mixed-methods, adoption-and-pricing program:
U.S. lab directors and managers in hospital and independent reference labs, including customers and non-customers, to measure stated adoption, willingness to pay, and device/platform preferences.
Quantified the value of specific feature bundles (e.g., analyzer information depth, QC information availability, login profiles, single- vs multi-site views, education/services sections) and simulated market opportunity across price points.
Covered integration, Wi‑Fi availability, new-device approval processes, and current mobile/PC usage in the lab.
Stated adoption was high for well-configured packages; annual price was the single most influential driver of choice.
Access to QC status/alerts and peer comparison was among the strongest adoption drivers within the feature set.
Deeper analyzer dashboards (e.g., service history, system messages, performance trends, reagent supply monitoring) increased preference even with modest price adders.
While many labs oversee multiple sites, a sizable share preferred single-site configurations due to price sensitivity; multi-site capability requires clear ROI to offset higher cost.
Many labs favored access on analyzer-connected or lab-owned PCs in addition to tablet availability; smartphone delivery was less compelling.
Budget constraints, security/IT approval processes, and perceived duplication with existing systems surfaced as the primary hurdles—underscoring the need for clear IT/security documentation and workflow fit.
Prioritize QC access/alerts, meaningful analyzer dashboards, and simple role-based login. Offer tiered bundles that start with a strong single-site value proposition and scale up to multi-site.
Calibrate annual pricing to keep the most compelling single-site configuration within the high-adoption band; position multi-site at a premium tied to measurable operational savings.
Lead with efficiency + assurance—"faster answers, fewer surprises"—and explicitly address IT/security approval with ready-made documentation.
Support purchase with instrument, as an add-on to service contracts, or via subscription; enable add-on seats/devices at discounted marginal cost to encourage broader rollout.
The study delivered a clear, evidence-based roadmap for launching a lab-support mobile application in clinical diagnostics: anchor the offer on QC visibility, deepen analyzer insights that matter day-to-day, keep pricing within the adoption sweet spot for single-site labs, and provide a compelling, ROI-grounded path to multi-site expansion—all wrapped in approval-ready security positioning.
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