Entrepreneurial Thought Leaders (ETL) Kim Popovits (Genomic Health) - Strategies in the Biopharmaceutical Industry
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Feb 8, 2006 Kim Popovits, President and COO of Genomic Health, Inc., brings a wealth of experience from her time at Genentech. She delves into the transformative impact of molecular diagnostics in cancer care, sharing her leadership journey and the hurdles faced in launching innovative products. Kim highlights the critical engagement strategies with oncologists and the complexities of market research and reimbursement in the biopharmaceutical landscape. Her insights underscore the importance of patient care and expanding personalized medicine beyond breast cancer.
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Herceptin Trials and Diagnostics
- Kim Popovits launched 14 products at Genentech, including oncology products like Herceptin.
- Difficulty enrolling Herceptin trials highlighted the need for diagnostics to identify patients overexpressing HER2.
Diagnostics' Importance for Targeted Therapies
- Diagnostics are crucial for the future of targeted therapies.
- Without proper diagnostics, it's challenging to identify patients who would benefit from these therapies.
Genomic Health's Origin
- Genomic Health was founded by Randy Scott, who was frustrated with the lack of personalized treatment options for cancer.
- His friend's colon cancer diagnosis and the limitations of genomic data inspired him to start the company.