Adoption strategy and detailed product design
Illumina created their Understand Your Genome program to drive adoption globally across all of genomics. At the center of this was their MyGenome experience, and they wanted to understand and remove the user and adoption barriers in this experience. We validated with users and created a detailed update to their experience, including mobile experiences and a new online community.
Commercial strategy, removing adoption barriers, and accelerating sales
Myriad’s Prolaris team, focused on sales of prostate cancer molecular panels, was concerned about leveling sales and a segment of the market that only “dabbled” and never adopted as standard of care. By validating current state scenario, and then iterating several strategic approaches, we identified the methods to overcome the barriers and put those into action. The results were noticeably accelerated sales per urologist, as well as an increase in total urologists adopting Prolaris as standard of care.
Business strategy and portfolio planning
A global genomics company was looking to shape its research offering to build a business in the life sciences drug discovery space. We created the commercial plan, validated the workflows for bioinformaticians and population geneticists, and collaborated to both build and launch the solution. The result was a successful global business, serving population projects and pharmaceutical companies across the globe.
Integrated Corporate Communications for a Major IPO
Our expertise helped a pioneer in the genomics revolution through the transition from innovative startup and local champion to global public company, with a massively oversubscribed initial offering and listings on two continents. The complexity of an IPO requires a holistic corporate communications strategy behind and beyond it. We shaped the offering – from messaging and pitch decks to defining the underwriting syndicate, analyst interactions, investor outreach and SEC documentation – and delivered the follow-through, from building sell-side coverage, ensuring compliant disclosure and constant investor contact, all supported by a sustained earned media strategy to support valuation and business success.
Sales acceleration through key opinion leader endorsement and marketing
Helix was looking for assistance to understand their current value to key opinion leaders (KOLs) and how to increase that value to both assist KOLs and request their help in driving more adoption of Helix offerings. We spent time with several personas representing those KOLs, establishing a clear understanding their needs and outlining an actionable plan for the Helix Marketing team to accelerate commercial success.
Business model strategy and validation, product-market fit, and product design
Global Genomics Platform
LabCorp was looking to establish a consumer-focused business in genomics (now called Pixel). They looked to us for, and we delivered, an understanding of the right business model, the portfolio that served the market’s top needs, and the design and development of the offerings.
Fund raising and operations strategy
With AltheaDx, a validated pharmacogenomics company, about to receive approval from MolDx on reimbursement for it’s latest offering, they requested assistance with strategic positioning and messaging for their investment efforts, as well as a more formal operational and scalable operational strategy that included lab operations, marketing, product experience, commercial and more.
Commercial strategy, product design, and marketing execution
NGS Testing for NIPT
A global genomics company had already been successful with other businesses focused on whole genome sequencing. Their next focus was serving the NIPT and related market and they looked to us to validate the key personas, critical user experience components, and then design the detailed experience for parents, OB/GYNs, and additional family members. The result was a successful global business, with over 50 distribution partners and hospitals.
User-friendly DNA sequencing solution for global commercialization
What was missing from consumer genomic experiences to make them meaningful, valuable, and actionable to users? We found out. We validated through user testing, and created for global use, experiences built for physicians and patients to review truly actionable insights from consumer genomic data. Launched initially in China, this pioneering scan was leveraged to create a portfolio across multiple countries.
Business strategy, product portfolio management, marketing, and adoption for life sciences
Real World Data and Evidence
This organization needed to validate a revised portfolio of RWD and RWE offerings for its global Life Sciences market, including clinical trials, outcomes research portfolio planning, FDA approval acceleration, reimbursement approval acceleration, and commercial sales acceleration. A successful set of offerings were launched, sales and adoption increased by multiples at customers like Roche, Amgen, and Pfizer, and the firm is now recognized as a global leader in the space.
Business strategy, product portfolio management, marketing, and adoption for health systems
Real World Data and Evidence
This organization needed to validate a revised portfolio of RWD and RWE offerings for its global Health Systems market, including clinical trials, publications, point-of-care adoption, and overall precision medicine executive program management. A successful set of offerings were launched, sales and adoption increased, and the business strategy became more focused and easier to execute.
Integrating the ACMG variant annotation workflow standards into an existing portfolio of offerings
When a new standard for the interpretation of sequence variants was introduced by the American College of Medical Genetics, ACMG, the existing portfolio of this diagnostics company had to be adapted to offer users the new way to structure analysis. Through extensive user interviews and design iterations we created a comprehensive, multi-user workflow-driven experience. Included were multiple layers of review and approval to allow use of the ACMG standard for the interpretation of sequence variants.
Study and patient workflow solution for receiving realtime and relevant genomic updates
Clinical geneticists and genomic counselors attempt to keep up with genomic updates on a specific gene of interest by cobbling together information from hundreds of potential sources and then crosschecking with studies and cases. This genomics company wanted to eliminate this bottleneck, and with our help, we designed and delivered an anytime-anywhere mobile solution that does the legwork for users and brings information to them, saving them hours each week.
Business strategy and fundraising for a global NGS company
Global Genomics Platform
We collaborated with executive management to shape and deliver the combined corporate and fundraising strategy, founded in a positioning as a global platform both enabling and delivering solutions across all of genomics and the globe. Results included a raise of $240M and a growing portfolio of seven businesses.
Whole genome sequencing business strategy and product portfolio planning
This pathbreaking rare disease diagnostics venture was looking to shape a research offering to complement its business in the clinical space. We created the commercial plan, validated the workflows for clinicians, patients and pediatric families, and collaborated to both build and launch the solution. The result was a successful global business, serving over 200 patients per week in China alone.
Diagnostic business planning, marketing strategy, and sales plan
NGS in Health Systems
Geisinger had established themselves as a genomic sequencing leader among health systems, both through its adoption by members, as well as its successes in driving outcomes with patients. They looked to us to help them package this ability and offer it to other health systems worldwide. Our deliverables included both the validated strategy to do this, as well as the initial sales channel with qualified leads.