De-risking Cryopreservation Technology

IVF, ATMP and Biobanking

Market Research, Go-to-market strategy

Cryopreservation equipment, ATMP

Challenge

Cryopreservation is a foundational technology for IVF, advanced therapy medicinal products (ATMPs), and biobanking. However, a persistent and industry-wide challenge is uncontrolled ice crystal formation and growth during freeze–thaw cycles. Both intracellular and extracellular ice cause mechanical damage to cells and tissues, leading to reduced viability, inconsistent outcomes, and limited post-thaw performance.

These limitations negatively impact IVF pregnancy and live birth rates, create variability and risk in cell therapy development, and constrain the reliability of biobanked samples. For technology developers, this technical uncertainty also represents a significant commercial and regulatory risk, complicating investment decisions and go-to-market planning.

Approach

Cambridge Medtech Solutions was engaged to inform and de-risk technology development by conducting in-depth market research and preparing a robust go-to-market strategy for improved cryopreservation solutions.

Key activities included:

  • Primary market research with over 30 experienced cryopreservation stakeholders across clinical, scientific, commercial, regulatory, and equipment supply domains
  • Assessment of current cryopreservation workflows, pain points, and unmet needs across IVF, ATMP manufacturing, and biobanking
  • Evaluation of market size, segmentation, adoption drivers, and barriers to entry
  • Analysis of regulatory considerations and purchasing decision dynamics across target markets
  • Development of a clear go-to-market strategy, including value proposition, target customer profiles, positioning, and commercialization pathways

This cross-functional insight ensured alignment between technical innovation, clinical relevance, and commercial viability.

Outcome

The project delivered a clear, evidence-based foundation to guide both technology development and market entry. Outcomes included:

  • Reduced technical and commercial risk through validated market and stakeholder insights
  • Clear prioritisation of use cases and customer segments with the highest unmet need and adoption potential
  • A differentiated value proposition aligned to clinical outcomes, operational efficiency, and regulatory expectations
  • A structured go-to-market strategy to support successful commercialisation

The work ultimately supports improved IVF pregnancy and live birth outcomes, more reliable cell therapy and biobanking processes, faster progression and approval of ATMPs, and improved long-term patient health outcomes.

 

Cryopreservation IVF