Tip:
Highlight text to annotate it
X
Education is clearly going to be the cornerstone of personalized medicine being successful.
Genomic Health has put a tremendous amount of resources into education -- educating
physicians, payers, and patients. We have worked very closely with the advocacy communities,
and we knew going in that it was going to be very difficult to move a test like Oncotype
DX into standard of care if we didn't have payers on board, if we weren't able to demonstrate
that the test was making a difference in treatment planning. Getting payers on board, getting
physicians to embrace the concept of personalized medicine, the understanding of genomics, and
how to present genomics to their patients has been very, very important.
Again, we have worked closely with advocacy communities and done a number of educational
programs. We're very focused on working with the opinion leaders, both in the academic
and in the community setting, to make sure that this information is available, and to
make sure that we're doing our job in promoting the education around genomics to make sure
that personalized medicine is successful in the future.