The prevalence of liver diseases such as MASLD and MASH is increasing rapidly. Studies predict that by 2050, approximately 41% of the population will be affected by MASLD. In light of the significant strain this places on healthcare systems, it is essential to develop approaches that promote early intervention for these conditions.

In collaboration with Fibronostics Inc., this master’s thesis explores the potential of strategic communication and positioning for non-invasive diagnostics, using Fibronostics as a case study. The research addresses the following question:
How can communication and implementation strategies enhance trust and adoption of digital diagnostic tools like Fibronostics among European healthcare stakeholders, despite systemic barriers?

To answer this question, analyses of the market, trends in life sciences and healthcare, as well as the current state of Fibronostics’ communication, positioning, and touchpoints, were conducted.

The findings highlight that a low-threshold approach to diagnostics, combined with the integration of digital and physical touchpoints through an omnichannel strategy, is critical for effectively reaching the target audience. Pharmacies were identified as key touchpoints for conducting diagnostics. Additionally, insurance providers are offered the opportunity to use the software for risk stratifications and internal cost projections within their customer base.

The developed initiative, #KnowYourLiver, includes point-of-sale materials, a website, and a dedicated Instagram channel of the same name.

A comprehensive report consolidates the insights and is specifically designed for companies in the industry.

In collaboration with:
Marie Köhle