Q&A: The future of at-home diagnostics
John Marrow, president of supply chain solutions at RRD, examines the results of its Diagnostic Drivers Report, a survey of supply chain decision makers providing an inside look at recent growth of the at-home diagnostic test kit market and the supply chain supporting it.
What does the future of at-home testing diagnostics look like?
We’re currently experiencing an increase in demand for at-home tests across the globe. In fact, a recent surveyconducted by RRD on the matter uncovered 97% of respondents have seen an increase in demand for at-home testing diagnostic kits over the last two years. We can likely attribute this to two factors: consumers becoming more comfortable with self-testing during the COVID-19 pandemic and a high level of confidence from healthcare providers that consumers can self-test accurately. Before the pandemic, the at-home testing industry was already working toward creating the technology and processes for more frequent self-testing in the home. However, as test manufacturers had to move quickly to bring COVID-19 rapid tests to market, the process was expedited and helped consumers become more familiar with and trusting of at-home tests. While the first generation of these at-home diagnostic tests have largely been rapid tests, the market continues to evolve, and we see next-generation tests that are smartphone compatible leading to advanced performance, convenience, and a long-term reduction in care costs. We are seeing incredible innovation and advancement of this industry and we expect to see continued rapid growth over the next few years.
Is the rise in early and routine diagnosis and the move toward preventive care impacting the growth of the at-home testing market? How does diagnostic testing at home support preventative care?
Yes, absolutely – the movement toward earlier and more routine diagnosis is largely contributing to the growth of the at-home testing market. Anytime more routine testing is occurring, patients can inevitably enhance their preventative care by avoiding delayed diagnoses.
This demand for at-home testing is pushing manufacturers to rapidly evolve their technology and provide more advanced tests. Private health insurance companies and public health organisations across North America and Europe are taking note and utilising the technology predominately to achieve better patient outcomes and offer personalised care for members in their homes without incurring major treatment costs downstream.
Are you observing growth in specific test categories, such as STIs, food allergies, etc? Can you speak to which and why that might be?
We’re continuing to see growth in the diabetes test kits category, along with a spike in demand for colon cancer tests. Other categories, like STI testing, are also growing quickly due to the convenience and privacy of taking the test at home. In fact, 41% of respondents from RRD’s recent survey believe that consumers’ preferences for a convenient, private testing experience is driving demand for these at-home tests.
How has the growth in at-home testing impacted medical device manufacturers and how have they responded?
The growth of at-home testing has significantly impacted medical device manufacturers. While historically, the predominant home diagnostic test was pregnancy, as we see increased demand for at-home testing, manufacturers are taking advantage of this opportunity and expanding the market. We’re seeing new categories emerge beyond pregnancy and COVID-19. Looking ahead, there's an opportunity for manufacturers to get in on the ground level with public and private health programs looking to implement this technology for their customers.
What are the biggest challenges medical device manufacturers face moving forward with respect to testing diagnostics?
The market is no longer a one-size fits all situation, with multiple channel strategies, such as health insurance companies, emerging retailer collaborations, and direct-to-consumer increasing market complexity. The challenges also differ across regions. In North America, payers have the benefit of a large volume of customers across the regions, mostly adhering to one set of regulatory requirements. Though it still comes with a fair amount of complexity, this gives manufacturers a more centralised way of working with a large pool of customers. The European market is extremely fragmented, and many countries may have their own unique health systems, creating a more bespoke environment as they try to get their devices to end consumers. Beyond the logistics of getting diagnostic tests to consumers in their homes, this model requires rethinking many other elements including the services, monitoring, and reporting associated with self-testing outside of the traditional care setting.