Growing a genomic diagnostic testing business for rare disease 10X in one year
This pathbreaking rare disease diagnostics business had been and was now looking to accelerate sales. Of primary importance was unlocking untapped adoption potential with genetic counselors and pediatric neurologists. We engaged clinicians and key decision-makers, and in one month validated the top barriers in both the purchase journey and product experience. Through rapid, iterative testing […]
Creating a platform business strategy for pharmacogenomics
AltheaDx, a pharmacogenomics company, about to receive approval from MolDx on reimbursement for it’s latest offering, needed a validated business model that balanced a vertical focus with the ability to serve many markets over time. With an initial need to secure the next round of funding, we framed the strategic positioning and messaging for their […]
Framing and launching a new, user-centered carrier test business
A global genomics company, WuXiNextCODE, had already been successful with other businesses focused on whole genome sequencing. Their next focus was serving the NIPT market, and they looked to us to validate the key personas, critical user experience components, and then design and launch the detailed experience for parents, OB/GYNs, and additional family members. In […]
Launching a global consumer genomic business
What was missing from consumer genomic experiences to make them meaningful, valuable, and actionable to users? We found out. We validated through extensive prototype user testing, and created for global use, experiences built for physicians and patients to review truly actionable insights from consumer genomic data. Launched initially in China, this offering was leveraged across […]
Health system business modeling to create research cohorts within member populations
Geisinger had established themselves as a genomic sequencing leader among health systems by successfully creating its own genomic cohort from its patient members. Several life-changing diagnoses were identified through this process, as well as best-in-class recruitment and consent. They looked to us to help them package the best practices that would allow any health system […]
Validating and launching a revolutionary diabetes drug delivery solution
Focused on making patients’ lives easier by offering a new insulin delivery technology, Modular Medical targets the massive underserved segment that sits between self-injection and complex diabetes pump offerings. They call this segment the “almost pumpers”, and they requested our help to identify the target personas, define the entire experience, and collaborate with them to […]
Driving adoption of consumer genomics for a market-leader
Illumina needed to accelerate adoption of their Understand Your Genome program to grow the genomics market. At the center of this was their MyGenome experience, and they wanted to understand and remove the user and adoption barriers in this offering. We prototype-validated the new solution with dozens of users and created a detailed update to […]
Architecting dashboard experiences to accelerate pharma commercial team training compliance and sales
This global pharma confirmed that higher training compliance and completion led to increased sales. They, however, did not have an effective system for their leaders to track, drive, and report on the key metrics. The primary complication was decentralized systems, with a user journey that did not serve multiple key personas, including the Regional Sales […]
Designing a virtual pet therapy app that brings comfort, choice, and companionship to care settings
Pet therapy is proven to ease stress, anxiety, and isolation—especially in clinical settings like hospitals, behavioral health facilities, and senior care. But in-person visits are often limited by staffing, scheduling, and infection control. Notenda was engaged to create a digital alternative: a virtual pet therapy app that feels personal, playful, and emotionally real. Working closely […]
Creating a new RWD/RWE product portfolio to drive sales in life sciences
Our client needed help to define, validate, and launch its first portfolio of RWD and RWE life sciences offerings, including clinical trial design, outcomes research portfolio planning, FDA submission, reimbursement approval acceleration, and commercial sales acceleration. The portfolio was designed, market-validated and launched. Time-to-close sales contracts was reduced 40%. Sales increased by multiples at customers […]