Rethinking revenue: Business models for the future of at-home diagnostics

From one-off tests to everyday health tools, diagnostics is undergoing a fundamental shift. What’s driving the shift and which business models are best placed to ensure sustainable growth in scaling the innovation? Our final blog in the three-part series on at-home diagnostics sheds light on what leading companies are doing differently to succeed.

At-home testing is moving from centralized labs to living rooms, and from one-time transactions to continuous, integrated health journeys. But this shift is not driven by innovation alone.

Leading companies are rethinking how value is created and captured. They are designing business models that reflect changing consumer/patient behavior, align with new regulations, and navigate long-standing structural barriers.

The rise of home and self-testing

The momentum behind home and self-testing is undeniable. According to Simon-Kucher’s 2025 Global IVD Trend Study, over half of diagnostics companies…