Scale & Go-to-Market
Laboratory Commercialization
Bringing a new assay or laboratory service to market requires more than clinical validity. It demands a cohesive strategy encompassing reimbursement, targeted sales, operational scaling, and precise market positioning.
Who this service helps
- Diagnostic startups launching new assays
- Laboratories commercializing proprietary tests
- Investors evaluating diagnostic commercialization plans
- Marketing teams building clinical go-to-market campaigns
What the work can accomplish
- End-to-end go-to-market plans for new diagnostic services
- Sales team structuring, compensation, and territory design
- Clinical messaging that resonates with ordering physicians
- Operational scaling plans to handle increased specimen volume
How we approach it
- We assess the clinical utility of the test and define the specific patient population and ordering provider.
- We map the reimbursement landscape to determine pricing and revenue cycle requirements.
- We build sales strategies that educate providers on how the test changes patient management.
- We align laboratory operations with commercial projections to ensure turnaround times remain stable during growth.
Experienced pathology leadership
David “DJ” Dalton, PhD, MBA brings more than 20 years of pathology industry experience spanning Labcorp, Paige AI, Lumea/Modella AI, digital pathology, laboratory operations, product strategy, commercialization, and executive leadership.
Last reviewed September 2026. About David Dalton
Frequently asked questions
What is the biggest challenge in commercializing a new assay?
Generating clinical adoption. Physicians will not change their ordering habits unless a new test clearly alters clinical management. Proving scientific validity is just the first step; proving clinical utility is what drives sales.
How do you structure a lab sales team for a new product launch?
Early teams often require 'missionary' salespeople who can educate key opinion leaders and navigate complex clinical sales. As the product matures, the team structure shifts toward territory management and account maintenance.
Why do commercialization efforts fail?
Often due to a disconnect between the commercial team and laboratory operations (leading to missed turnaround times and lost clients), or launching without a clear reimbursement pathway, resulting in volume without revenue.