Traditional Lyme disease tests have low adoption and are not often used by clinicians. Launching a new, improved test requires understanding the patient journey from the moment of infection to treatment, as well as the perceptions that clinicians hold. DiaSorin was preparing to launch a new type of Lyme diagnostic test, which provides results much earlier, but the market is already saturated with tests that physicians are not always relying on for diagnosis. Before DiaSorin could launch, the team needed a strategic foundation that would cut through today’s misperceptions and habitual practices of diagnosing and treating Lyme disease.

Insight

In the earliest phase of Lyme disease — shortly after a tick bite, before clear symptoms may appear — the infection is elusive. And current Lyme diagnostics can’t tell the full story about a patient’s infection status early enough. Because of this, doctors can’t rely on diagnostics, and they and their patients are stuck waiting in limbo. 

Solution