Cancer
Cancer is a global healthcare problem,
in Pakistan alone more than 0.3 million patients are diagnosed with cancer
and 150,000 die from it after undergoing costly, painful and ineffective chemotherapy. At any time there are around 0.5 million patients suffering from cancer.
Current cancer IVD tests (competitors)
1) Cytogenetics
2) Histopathology
3) Single gene tests
4) Cancer biomarkers
Current tests ineffective because:
1) Inaccurate & non-specific
2) Costly and invasive
3) Non-predictive
4) Incompatible with newer cancer therapies
Market Assessment and Strategy
The Market Need
Cancer is 2nd leading cause of death and results in an economic burden in excess of 30 billion rupees annually in Pakistan. There is a large unmet need as genomic cancer tests are not available to guide prescription and prognosis of new cancer therapies. A test to diagnose cancer at an early stage with high sensitivity could potentially help physicians avoid old chemo-therapies and their various complications.
Sales & Marketing Strategy
Bukhari Genomics' market strategy is based on a strong belief that cancer healthcare providers want simplicity and accuracy in the management of cancer. Our vision is for Bukhari Genomics to become a valuable partner of every healthcare system.
Marketing Objectives
The objectives of the marketing plan are strategically centered around 3 criteria:
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to create strong customer awareness about Bukhari Genomics laboratory,
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to establish a new brand through the capture of market share, and
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to create a new diagnostic category within the Healthcare industry.
Market Size
According to our calculations the market value of in-vitro cancer diagnostics is close to 7.5 billion rupees per year and we are confident that our revolutionary technology would be able to gain significant market share in a short time span. This market is estimated to grow by 13% every year according to Kalorama market reports.