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How we turned complex PGx expansion decisions into a data-driven international growth strategy
This case study showcases EntryMapper’s collaboration with Abomics, a Finnish pharmacogenomics company helping healthcare providers turn genetic data into clinically actionable medication guidance. As Abomics entered a new phase of international growth, it needed a clearer view of which markets offered the strongest potential, how PGx adoption differed by country, and what type of go-to-market model each market would require.
Background and challenges
Complex PGx market dynamics
Abomics needed to understand where pharmacogenomics adoption was truly gaining traction, including how reimbursement, regulation, procurement, healthcare infrastructure, and clinical workflow readiness differed across markets.
Unclear market prioritization and entry routes
With multiple potential expansion paths available, Abomics needed a data-driven way to prioritize countries, identify white space, and determine which customers, partners, and commercial models would support scalable growth.
Impact
Clearer expansion roadmap
Abomics gained a structured view of which international markets offered the strongest fit and what type of entry model each geography required.
Stronger strategic focus
The work clarified that Abomics’ strongest white space was not generic PGx reporting, but guideline-grade interpretation embedded into clinical workflows.
Approach
Built a 25-country market prioritization matrix
EntryMapper assessed 25 countries against PGx-relevant criteria such as reimbursement, regulation, healthcare infrastructure, market maturity, competition, and entry complexity to identify the most attractive expansion opportunities.
Conducted deep-dives into priority markets
The analysis expanded 13 selected markets into detailed country deep-dives covering local PGx market dynamics, reimbursement pathways, procurement thresholds, data-hosting requirements, genomics policy support, and market-entry feasibility.
Mapped competition, value chain, and white space
EntryMapper analyzed competitor types, value-chain roles, testing models, and workflow gaps to understand how each market was structured and where Abomics had the strongest differentiation opportunities.
Defined GTM routes and execution priorities
Insights were translated into practical go-to-market guidance, including priority customer segments, partner routes, key stakeholders, and market-specific recommendations for how Abomics should enter and scale.
Hear from them
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"EntryMapper’s work had a huge impact on how we look at the market and on the strategic decisions we are making. It helped us move from evaluating opportunities case by case to thinking much more clearly about where PGx adoption is real, what kind of entry each market actually requires, and where workflow integration — rather than awareness alone — is the true commercial bottleneck. The analysis changed how we approach both our market strategy and our execution priorities."
Strategic clarity for market entry
We help companies, investors and advisory teams make expansion decisions with more clarity, stronger evidence and better execution readiness.
Book a 30-min market entry consultation
Choose a convenient time to speak with EntryMapper. We’ll discuss your expansion goals and recommend the next best steps.
30 minutes
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