Why do many IVD companies face an uphill battle with payers for reimbursement?

The demise of Courtagen Life Sciences earlier this year brought increased attention to a long-standing problem for the in vitro diagnostic (IVD) industry, particularly for genetic tests: getting reimbursement from third-party payers is challenging. A well-developed reimbursement strategy is an essential component of the IVD development process. Far too often, reimbursement is considered too late in the process, leaving a company to hope that payers will respond as product adoption increases and often subsidizing patient costs in the interim.

The rest of this my piece is published here: https://medcitynews.com/2017/12/many-ivd-companies-face-uphill-battle-payers-reimbursement/

Sorry for the redirection, but since it is being published I want to make sure I point everyone in the right direction. If you do like the piece, please let me know here and I can write more on this topic or similar topics.