The Applicability of a Finnish PROM Point of Care Rapid Test in the Nigerian Market: market analysis and proposal for entry

Abstract

This study assesses the applicability and market potential of a Finnish point-of-care rapid test for PROM in Nigeria, a critical obstetric condition requiring prompt diagnosis to prevent complications. It identifies major birthing hospitals with private payer schemes, evaluating their capacity for adopting new diagnostic tests. The study examines current PROM diagnostic methods, analyzing whether rapid tests are in use or if traditional approaches (e.g., nitrazine tests, clinical examinations) still dominate. A competitive landscape analysis identifies existing PROM test providers and market positioning. Key hospital decision-makers influencing test adoption, including Heads of Obstetrics & Gynecology, Procurement Officers, and Laboratory Directors, are explored. The study also investigates funding sources for PROM testing—whether through private insurance, out-of-pocket payments, or hospital budgets. The study framework includes business environment analysis tools to assess market opportunities and competitiveness. Qualitative and quantitative methods, including questionnaire, interviews with industry professionals, and secondary data analysis, provide insights into Nigeria’s healthcare sector. Findings from the questionnaire and interviews will inform market entry strategies for the PROM rapid test.