The way to sell new cheap stuff is to give it away for a period of time, with the obligation to buy the reactives from you (you just buy them and re-tag, as if they where specific for your machine). This way the lab can test the reliability of the machine without any risk.

Also, don't dismiss the user end here: people using the thermo are used to other interface(s), and they will complain endlessly about how bad it is if they fail to, for example, program the machine even if it is their fault. They don't want to think or struggle. If they do, they will tell their supervisor that the machine is crap, and you won't sell it even for 10$.

This is how the consumer Glucose meter market works. The machine is free and it only accept their rebranded sticks.