The purpose of this study is to understand the at-home medical test market including the medical and regulatory requirements to create at-home medical tests, as well as the market factors that influence consumer adoption in the context of the COVID-19 pandemic. To address testing shortages of COVID-19 tests companies created at-home tests which were rapidly approved by the FDA, bringing at-home testing to the forefront.
History of at-home health testing is reviewed, the medical requirements for creating them, and how the pandemic has affected such testing. Tables are also included to demonstrate currently available tests and potential future tests. The research draws attention to two categories of at-home tests 1) collection kits and 2) testing kits, both presenting opportunities for test developers. Companies interested in bringing at-home medical tests to the market must decide if they will utilize a preexisting laboratory test or develop a new test and if the tests will be physician ordered or sold directly to the consumer. Our investigation focuses on the effect COVID-19 has had on the at-home testing market which has been explored through traditional marketing concepts, the Rogers (2003) adoption and diffusion of innovations’ framework and critical success factors.
Campbell, Savannah; Mitchell, Mark; Christia, Jerome; and Clark, Melissa
"Adoption and Diffusion of At-Home Medical Tests,"
Atlantic Marketing Journal: Vol. 11:
2, Article 7.
Available at: https://digitalcommons.kennesaw.edu/amj/vol11/iss2/7