DAKO CASE
DAKO – UNLOCKING THE COMMERCIAL POTENTIAL
F
or years, Dako has developed high-end antibodies, diagnostics kits and assays for use in diagnostics labs across the world. Demanded by research labs, IVD (In-Vitro Diagnostics) players and hospital labs seeking precise, effective and reliable test results, the antibodies are sold both in retail and OEM. The study of the full commercial potential soon turned out to be highly complex, cutting across different user segments, lab types, disease types, different applied technologies and even more different antibody qualities. The solution was to craft a new market taxonomy for the global IVD market through expert interviews with customers and researchers and to assess the potential and addressable market for Dako’s new business unit. The resulting market strategy was based on a two-legged “speciality boutique” positioning in a highly fragmented market place focused on the lab and disease types with the largest growth and margin potential for Dako. As a consequence, the antibody product portfolio was drastically rationalised, prices raised and the go-to-market model narrowed down to two channels, OEM and retail; OEM through Direct Sales Force and retail through a network of qualified distributors. The strategy has proved successful, and the newborn business unit, today labelled Reagent Partnerships, now exceeds its budgets for the second consecutive year.