Project Overview

A leading global diagnostics company engaged us to explore how Malaysian front-line physicians diagnose and manage upper-respiratory tract infections (URTI). Through qualitative interviews with primary-care and specialty doctors, the study uncovers current diagnostic workflows, barriers to point-of-care (“instant”) tests, and support levers that could accelerate wider adoption. Insights will inform product design, market-access strategy and policy engagement.

Key Learning Objectives

• Clinical Practice Mapping – Profile routine URTI diagnostic pathways and influencers of test choice.

• Adoption Drivers & Hurdles – Identify clinical, economic and operational factors that shape uptake of instant diagnostic tools.

• Brand & Procurement Dynamics – Understand how physicians evaluate suppliers and what sways purchasing decisions.

• Enablement Needs – Pinpoint training, reimbursement and policy supports required to mainstream point-of-care testing.

Methodology

• One-on-One Depth Interviews

  • Sixty-minute conversations with ~15 Malaysian physicians across general practice, family medicine, pediatrics and infectious-disease specialties.

  • Semi-structured guide covering patient flow, testing algorithms, brand perceptions and unmet support needs.

• Thematic Analysis

  • Coding and synthesis to reveal common patterns, specialty nuances and strategic white spaces.

Key Deliverables

• Diagnostic Pathway Map detailing current URTI work-ups and decision nodes.

• Adoption Barrier–Driver Matrix ranking clinical evidence, workflow fit, cost considerations and patient expectations.

• Physician Preference Profiles to steer positioning, messaging and field-force training.

• Strategic Recommendations Deck outlining product refinements, go-to-market tactics and advocacy priorities to expand point-of-care testing over the next few years.