Genomic Health: Launching a Paradigm Shift…and an Innovative New Test Harvard Case Solution & Analysis

In late October 2003, Randy Scott and genomic health care team has just received the results of the first baseline study of genomic health care. The company's product, Oncotype DX, the first of its kind analysis of the genome, which quantify the likelihood of recurrence of breast cancer, exceeded the standard measures of patient age, tumor size and tumor grade in predicting recurrence results. Results of the study will be presented at the 2003 San Antonio Breast Cancer Symposium in December and published in New England Journal of Medicine in December 2004. Scott and his team now faced the challenge to determine how and when to start this innovative product. The team wanted to get the product to market as quickly as possible. However, extensive market research conducted earlier this year shows that it has been less than 10% awareness in the community physician and even less among consumers. When asked what factors would influence their decision, the doctors most clinical studies cited checks - and lots of them. Many skeptics in oncology believe that the legitimate use of genomics in treatment decisions are between 10 and 20 years in the future.
Finally, Genomic Health is still lacking firm commitments from all payers reimburse Oncotype DX. The solution of genomic health team was taken on a marketing plan, pricing and reimbursement strategies that give him the best chance of success in a new product to market. "Hide
by Stefanos Zenios, Robert Chess, Lyn Denend Source: Stanford Graduate School of Business 36 pages. Publication Date: February 14, 2006. Prod. #: OIT49-PDF-ENG

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