Marketing strategy24 May 2020 19:06
It’s clear Avacta are looking to develop two LFTs; a healthcare administered POC test and a consumer/self-test. Myles’ research note, covering the competition, got me thinking about how Avacta market the consumer LFT test.
The route to market for the POC test is shorter requiring, from what I understand, less trials in the relevant setting.
I can see the scenario where by an accurate (enough) test gets approved (FDA/WHO/etc) for POC use. This is where AS jumps on the media hype bandwagon to promote the test. They then release the consumer/self-test which, for various reasons (primarily user) may not be as accurate as the POC version. The public/businesses buy the ‘Avacta’ test which has the now proven brand name to back it up.
I was reading an article on the saliva based PCR test Curative have developed quoting that saliva samples are less prone to sample taking errors. The article stated that up to 30% of nasal swabs resulted in false negatives due to user errors with the uncomfortable process. This is a lot higher than I expected given PCR is quoted as being 100% accurate.
You can also imagine the variation in saliva samples from hocking up something from the back of your throat/lungs where all the good stuff is to spiting after a nice drink of water. Clearly these variables controlled when the sample is taken with guidance from a healthcare professional trained in the task. The trial prototype and first trials will be in exactly this controlled environment.
In summary my point is that I think the accuracy or the Avacta test has a much higher chance of being successful in the lab based/clinical environment.
Once the brand name and reputation, for testing at least, is built around the POC test the public will be chomping at the bit to buy the Avacta consumer test. This is where Medusa19 step in to help sell hundreds of millions of them.
It’s a bit like car manufacturers and F1. They pump loads of resources into winning in the ultimate motorsport racing to help sell the sporty/premium versions of their mass produced cars.
Sorry for the ramblings, I’m just trying to square away (with a positive bias) the outstanding test sensitivity risk in my head.
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