Context
Endometriosis affects around one in ten women in the UK, with an average delay of nine years between first symptoms and diagnosis.
TDL, in collaboration with Ziwig, set out to change this. Together, they introduced EndoTest to the UK, a groundbreaking saliva-based diagnostic tool designed to dramatically reduce diagnostic time from years to days.
EndoTest removes the need for potential surgery and multiple invasive examinations, allowing for early detection of all types of endometriosis with accuracy that exceeds conventional diagnostic methods.
Challenge
TDL’s commitment to transforming diagnostic healthcare, particularly for complex conditions like endometriosis, was clear. Their vision was to scale access to EndoTest and close the diagnostic gap for millions of women living with undiagnosed symptoms.
Although the test had been available to individuals since 2024, clinical adoption, regulatory processes, and low awareness stood in the way of broader impact.
For innovation like this to take root, science alone was not enough. It needed traction across a cautious, resource-stretched NHS ecosystem. TDL’s focus on evidence, safety and measurable impact created a strong foundation, but progress was slow.
Approach
This is where Easol’s HeadStarts framework came in.
Through facilitated workshops and collaborative deep dives, Easol worked with the TDL team to:
Define the problem beyond the product
Identify clinical and operational constraints within real-world pathways
Introduce analogies from other sectors to reframe the challenge
Co-create simple, low-risk experiments to gain traction quickly
These deep dives created clarity, alignment and safe pathways to explore EndoTest’s potential within UK clinical systems.
By shifting the focus from persuasion to exploration, Easol helped TDL lay the groundwork for scalable, evidence-led implementation.
From Big Bang to Micro-Momentum
Implementation evolved through micro-momentum, a deliberate move away from the “big-bang” launch mentality towards a series of carefully scoped pilots, stakeholder engagements and new routes to evidence building.
The conversation changed from “what’s blocking us?” to “where can we safely test and learn?”
This reframing empowered the team to act sooner, with alignment and purpose, without waiting for perfect conditions.
“Perfection is the enemy of progress.”
— Winston Churchill
Results and Impact
The collaboration delivered measurable outcomes:
Clear articulation of barriers and strategic options for internal alignment
A portfolio of small-scale experiments to validate EndoTest in clinical settings
Renewed focus on evidence-led growth rather than traditional commercial rollout
Stronger internal confidence to engage with NHS partners and funders
Most importantly, it gave the TDL team a clear, actionable path forward, anchored in collaboration rather than assumptions.
Key Takeaway
Radical innovation does not always require radical rollout.
Sometimes, the fastest way forward is to test quietly, learn quickly, and build trust.