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Critical Marketing “Must Haves” for a Robust Companion Diagnostic Launch

Martha Townsend and Christina Scalise, Market Ready Rx
February 11, 2015

In the last decade, tremendous attention has been placed on Personalized Medicine, a new approach using an individual’s genetic makeup to define a more targeted treatment. The value of Companion Diagnostic (CDx) tests as a class of diagnostics driving clinical management of patients is taking hold with CDx tests such as a HER2 helping positive… Read more »

The Art of Communicating Breast Cancer Diagnostics to Patients

Kate Clark (contributions by Martha Townsend and Christina Scalise)
October 14, 2014

Breast cancer. Two words that can change a life in an instant. Two words which are personal for many of us. Two words driving billions of dollars of research, diagnostic and prognostic test development, and breakthrough treatment options. So, while we have made tremendous strides in advancing the standard of care for breast cancer patients,… Read more »

Commercial Considerations When Launching a Melanoma Diagnostic

Christina Scalise, Kate Clark & Martha Townsend, Market Ready Rx
September 30, 2014

Melanoma is not only a seasonal summer cancer. The statistics are staggering. The American Cancer Society estimates more than 76,000 new melanomas will be diagnosed in the US alone this year. Melanoma rates have been rising for over 30 years with the culprit ranging from a thinning ozone layer to sun loving baby boomers now reaching the… Read more »

Women Leaders in Diagnostics… The Lean in Challenge

Martha Townsend, Market Ready Rx
August 25, 2014

I don’t consider myself a feminist. In fact, during my 25+ year diagnostics career, I’ve had the support of both male and female mentors and have been incredibly appreciative of the guidance I have received from both. At the beginning of my career, as a young Quality Manager, I was mentored by an amazing Director… Read more »

Creating a Vision for Market Ready Rx

Martha Townsend, Market Ready Rx
January 12, 2014

I’ll be honest.   As a prior Marketing Director responsible for a global IVD product portfolio, I struggled everyday to stay on top of all the demands.  Responsible for nine product managers overseeing eight product lines encompassing more than a 1000 products; I spent most of my time representing the marketing needs to management in global… Read more »