In 2011, the company asked an MIT student team to develop market entry strategies for its soon-to-be-released CD4 device, used to monitor and inform treatment for HIV/AIDS patients in remote health facilities. The students reviewed forecast models, interviewed key informants in both private and public market segments, and assessed different approaches for entering the Ugandan market in order to generate a unified market entry strategy maximizing the test’s accessibility for patients in need. A year later Daktari reported positive impact from the market entry strategy in setting out goals and approaches for future entry and in sharing on-the-ground insights with the company’s leadership.
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