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Welcome to our Dx Segmentation Series where we will be highlighting hidden segments within POC and Clinical Lab markets. In today's dynamic in vitro diagnostics marketplace, understanding customer behavior and identifying untapped market segments is critical for competitiveness and generating revenue growth. As companies aim to expand their reach, we frequently hear from executives that they believe there are hidden market segments waiting to be discovered. However, it’s not easy to pinpoint these elusive groups. Understanding why segments of customers have different pain points, or unmet needs, is essential to an effective product strategy, yet traditional market research methods have provided limited insights due to historical biases, creativity challenges, and difficulty incorporating uncertainty and tradeoffs. In addition, existing diagnostic data sources are ill-equipped to identify opportunities. Analysis of these datasets can be generally informative but will rarely provide sufficient data comparing inpatient and outpatient testing dynamics, clarity on testing by site of care, or details on ex-US testing practices, yielding incomplete results. This leaves hashtag #diagnostics executives questioning how to effectively uncover opportunities they can leverage to create value. Over the next few posts, we will delve into these issues and explore how diagnostics companies can systematically identify and explore these hidden market segments to unlock value and concentrate resources on the most valuable customer targets. Health Advances has proven solutions that overcome these hurdles and has supported a broad array of diagnostics companies – from large multinationals to emerging startups – in identifying growth segments by deeply understanding the current practices and specific needs of the customer segments. Next week we’ll start by looking at segmentation in the point-of-care (POC) space and then we’ll turn our attention to the clinical lab market. Contributors: Christopher Karras, Rebecca Podolsky, Donna Hochberg Association for Diagnostics & Laboratory Medicine (ADLM), DxPx Conference #PointofCare #ClinicalLab #DxSegmentationSeries