Case ID: OIT49
Solution ID: 16793

Genomic Health Launching a Paradigm Shift and an Innovative New Test Case Solution

Abstract

In the finish of October 2003, Randy Scott as well as the Genomic Health team had got the final results of Genomic Health's first pivotal trial. Their product, Oncotype DX, a preliminary-of-its-kind genomic assay that quantified the prospect of breast cancers recurrence, had exceeded the traditional measures of patient age, tumor size, and tumor grade in predicting recurrence benefits. The study results might be presented within the 2003 Dallas Breast Cancers Symposium in December and launched inside the Colonial Journal of medication in December 2004. Scott and also the team now faced the job of determining when and just how for it groundbreaking product. They was eager to get the product to advertise as quickly as you can. However, extensive general market trends completed earlier around unveils it had under 10% awareness inside the physician community in addition to less among clients. When asked for in what factors would influence their adoption, doctors very reported clinical validation studies--and lots of them. Many naysayers within the oncology area felt the legitimate usage of genomics to make treatment options had been 10-two decades afterwards.Lastly, Genomic Health still did not have firm obligations in the payers to pay for Oncotype DX. Explores the options the Genomic Health team required to make in identifying the online marketing strategy, prices, and compensation techniques which will supply the finest chance of success to get its awesome product to advertise.


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