Case Study
White space growth in rapid disposable diagnostics
Prioritising diagnostic white spaces to unlock new revenue and reduce entry risk
Prioritising diagnostic white spaces to unlock new revenue and reduce entry risk
CamIn works with early adopters to identify new opportunities enabled by emerging technology.
of CamIn’s project team comprised of leading industry and technology experts
A global FMCG player sought to identify, prioritise and capture high-value white space opportunities in rapid diagnostics by linking unmet demand with viable technologies and market entry strategies, unlocking over $600 million in new revenue potential while de-risking a $100 million investment into new product development.
White space & diversification strategy
The client faced uncertainty around rapid diagnostic testing demand and lacked clarity on where future growth would concentrate across applications and regions.
They engaged CamIn to systematically identify high-potential white spaces, assess enabling technologies, and define viable market entry strategies.
The objective was to quantify revenue potential, prioritise investment areas, and reduce risk when entering a new medical devices segment, targeting over $600 million in incremental revenue within five years.
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1000+ | Existing products and pilots assessed through structured benchmarking to identify capability gaps, competitive positioning, and unmet needs across key diagnostic applications. |
2000+ | Patents and research papers analysed to map emerging technologies and ensure alignment between innovation trajectories and commercially viable product opportunities. |
45 | Technology-enabled use cases defined by linking unmet customer needs with feasible solutions across priority segments and applications. |
12 | White space opportunities prioritised through multi-criteria assessment of market attractiveness, technical feasibility, and strategic fit. |
Identified 12 prioritised white space opportunities, enabling capture of approximately $600 million in new revenue over five years.
The client has executed acquisitions and initiated pilot programmes based on prioritised opportunities and partner targets.
De-risked a $100 million investment into new product development, enabling the client to capture high-value white space opportunities in diagnostics.
Download our detailed case study to learn more about how CamIn and our hand-selected expert project team delivered these results for our client.
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Rapid low-cost disposable diagnostics are single-use testing devices designed to deliver fast, accessible results outside traditional laboratory settings. These include lateral flow assays, paper-based diagnostics, and portable biosensors used across healthcare, consumer health, and screening applications.
They are typically designed for ease of use, minimal infrastructure requirements, and low unit cost, enabling decentralised testing in homes, pharmacies, workplaces, and emerging markets. Increasingly, they are integrated with digital tools for data capture, tracking, and decision support.
Rapid diagnostics are reshaping how healthcare systems, consumer health companies, and payers approach early detection, monitoring, and prevention. They shift testing from centralised laboratories to distributed environments, reducing time to diagnosis and improving access.
For industry players, this creates both opportunity and pressure. Margins in traditional products are under strain, while diagnostics offer entry into higher-value, data-enabled services. At the same time, regulatory scrutiny, reimbursement complexity, and evolving customer expectations require more rigorous product and market strategies.
Companies that can identify the right application areas, align with credible technologies, and execute targeted market entry strategies are better positioned to capture growth while avoiding fragmented investments.
Rapid diagnostics is fragmenting into distinct high-growth application areas, each with different commercial dynamics, adoption barriers, and timelines for value creation.
Infectious disease testing remains the most mature segment, but growth is shifting from pandemic-driven volumes to routine screening and multiplex testing. Quick wins exist in improving usability and cost efficiency for existing products, particularly in pharmacy and home settings.
Mid-term opportunities lie in multiplex diagnostics that detect multiple pathogens in a single test, reducing cost per diagnosis and improving clinical relevance. These products are increasingly attractive to healthcare systems seeking efficiency gains.
Long-term value is emerging in integrated diagnostic ecosystems, where test results feed into digital platforms for population health monitoring. Companies that can combine diagnostics with data services may unlock recurring revenue streams, but must address interoperability and regulatory challenges.
Consumer-driven diagnostics are expanding into areas such as food sensitivities, wellness monitoring, and preventative screening. Demand is driven by increased health awareness and willingness to self-test.
Quick wins include targeted products for high-frequency, low-complexity use cases such as allergen detection and basic nutritional markers. These products benefit from clear value propositions and relatively simple regulatory pathways.
Mid-term opportunities focus on combining diagnostics with personalised recommendations, such as dietary or lifestyle adjustments. This requires partnerships with digital health platforms and data analytics capabilities.
Long-term growth may come from subscription-based diagnostic services, where recurring testing is bundled with ongoing health insights. However, success depends on building trust, ensuring data privacy, and demonstrating measurable outcomes.
Diagnostics in women’s health and chronic disease management are underpenetrated relative to demand. Areas such as hormonal health, fertility, diabetes, and cardiovascular monitoring offer significant growth potential.
Quick wins exist in improving access to existing tests, particularly through home-based formats that reduce barriers to use. Convenience and privacy are key drivers of adoption in these segments.
Mid-term opportunities include more accurate and quantitative tests that support ongoing monitoring rather than one-off screening. These products can command higher margins but require stronger clinical validation.
Long-term value lies in integrating diagnostics into care pathways, enabling earlier intervention and reducing healthcare costs. Companies that align with healthcare providers and insurers can position themselves as part of broader disease management solutions.
Emerging markets represent a significant but complex opportunity. Demand is driven by limited access to centralised healthcare infrastructure and high prevalence of infectious and chronic diseases.
Quick wins include low-cost, robust diagnostics tailored to local conditions, such as temperature stability and minimal training requirements. These products must balance cost constraints with acceptable performance.
Mid-term opportunities involve partnerships with governments and NGOs to scale distribution and adoption. This requires navigating procurement processes and aligning with public health priorities.
Long-term growth depends on building local ecosystems, including manufacturing, distribution, and service capabilities. Companies that invest early in these markets can establish strong positions, but must manage regulatory variability and pricing pressure.
The technology landscape is evolving rapidly, with multiple competing approaches offering different trade-offs between cost, accuracy, scalability, and usability.
Lateral flow assays remain the dominant technology due to their low cost and ease of use. Recent innovations focus on improving sensitivity and enabling semi-quantitative results.
Strengths include scalability, established manufacturing processes, and strong user familiarity. Weaknesses include limited sensitivity compared to laboratory methods and challenges in multiplexing.
Opportunities lie in incremental improvements that enhance performance without significantly increasing cost. Threats include substitution by more advanced technologies in high-value applications where accuracy is critical.
Biosensors and microfluidic platforms enable more precise and potentially quantitative diagnostics in compact formats. They are particularly relevant for chronic disease monitoring and advanced applications.
Strengths include higher sensitivity, ability to handle small sample volumes, and potential for integration with digital systems. Weaknesses include higher cost and more complex manufacturing.
Opportunities exist in premium segments where accuracy and repeatability justify higher prices. However, scaling production and achieving cost reductions remain key challenges that could limit widespread adoption.
Digital integration is becoming a critical differentiator, linking diagnostic devices with mobile applications, cloud platforms, and healthcare systems.
Strengths include enhanced user experience, data collection, and the ability to provide actionable insights beyond the test result. Weaknesses include data privacy concerns and the need for robust cybersecurity.
Opportunities lie in creating end-to-end solutions that combine diagnostics with monitoring and decision support. Threats include fragmentation of digital ecosystems and regulatory scrutiny around data usage.
Molecular diagnostics, including CRISPR-based approaches, are moving towards point-of-care formats, offering laboratory-level accuracy in portable devices.
Strengths include high sensitivity and specificity, making them suitable for complex diagnostic needs. Weaknesses include cost, complexity, and the need for specialised reagents.
Opportunities are emerging in applications where traditional rapid tests fall short, such as early-stage detection or low viral load scenarios. However, commercial viability depends on achieving cost parity and simplifying workflows.
