Situation
Exact Sciences is a molecular diagnostics company that pioneered Cologuard®, a non-invasive, DNA-based stool test for colorectal cancer screening.
Exact Sciences needed actionable, physician-level insight to inform the development, positioning, and eventual market introduction of its new stool-based DNA test.
Task
The efforts of their marketing team to have physicians agree to interviews had failed. To ensure successful product introduction and adoption, BTS was asked to:
- Assess provider perceptions on current modalities through in-person physician interviews.
- Guide test development with provider input on desired sensitivity, specificity, and usability.
- Evaluate the appeal, viability, and acceptance of this new test concept.
- Explore test adoption factors.
Action
BTS gathered insights to assist Exact Sciences in refining Cologuard’s development priorities and go-to-market messaging:
By grounding commercial strategy in real-world practice behaviors, BTS helped lay the foundation for one of the most successful non-invasive CRC screening test launches in U.S. history.
- Primary research development and execution
- Clinical insights and data synthesis
- Strategic guidance
Primary Research
- Developed questions and conducted 20 in-depth interviews with GPs, Internists, NPs, and PAs across WI and IL.
- Recruited both private practice and hospital-affiliated clinicians.
- Explored perspectives on colorectal cancer (CRC) screening habits, barriers, and test preferences.
Strategic Guidance
- Recommended positioning the test as an adjunct or alternative to colonoscopy when more frequent tests are required.
- Provided economic rationale for adoption based on compliance-adjusted detection costs.
- Highlighted the critical role of nursing staff and care teams in driving test adoption.
Clinical Insight & Data Synthesis
- Identified key patient barriers to colonoscopy uptake: cost, invasiveness, and prep burden.
- Found strong interest in non-invasive alternatives especially if they led to better compliance rates.
- Surface-level awareness of DNA-based tests revealed a clear educational opportunity.
Results
Pre-commercial strategy powered by field research and clinical insight:
20
interviews with PCPs, NPs, and PAs
3
identified adoption barriers and compliance drivers
5
key messaging points developed for successful product launch
6
different personas identified for shaping messaging
