How to market the technology to fit the XXI century needs of Molecular Diagnostics

Molecular diagnostics assess biological makeup at the genetic level. Unlocking DNA code can reveal variations between individuals which may represent a predisposition to develop a disease or even treatment options that may be more effective in some people. To be precise it could be said that molecular diagnostics is a discipline that captures genomic and proteomic expression patterns and uses the information to distinguish between normal, precancerous, and cancerous tissues at the molecular level.

Since several years it can be seen dynamic development of this discipline, both in molecular diagnostic technologies and all related marketing processes. Market of the molecular diagnostics is divided into many small local centers, because the local payer and the local health care system drive the needs of the molecular diagnostics market. There are benefits to both, local and global molecular diagnostics market, which can be complementary to each other.

Evangeline E. Gonzalez, Vice President of Global Market Development of Life Technologies, has more than 16 years of marketing experience within the biotechnology industry. Evangeline Gonzalez provides expert leadership to the Research Market Development organization and is responsible for strategy, functions, processes and accelerating growth within the company's core basic research markets.  On the 24th May during the BioForum 2012 - the Central European Forum of Biotechnology and Innovative BioEconomy (Brno, Czech Republic) she will be one of the speakers during "Business models in personalized medicine" panel. She will present her lecture "How to market the technology to fit the XXI century needs of Molecular Diagnostics", where she will outline common mistakes committed by entrepreneurs and developers in marketing their technologies, and also will highlight the easiest way to success in marketing technologies in Molecular Diagnostics Market in XXI century.

-The most common error is viewing disease solely through the biological mechanisms underlying the condition, and not considering the healthcare environment. This includes the implementation of the test into practice and the health economics. All diagnostics must register value along three key factors: clinical outcome, economic impact, and barrier to adoption

During "Business models in personalized medicine" panel will present also Kate Gunning, Principal at BioVisability, US, and Joseph V. Ferrara, President of Boston Healthcare, US.

BioForum 2012 is a strategic event for investors interested in BioBusiness. During this two day event, the most distinctive biotech & pharma companies from countries like Poland, Czech Republic, Hungary, Lithuania, Latvia, Estonia can be met. This is what attracts investors looking for new, attractive investment opportunities, as well as sharing  the passion for new, bold investment opportunity creation. The event focuses on following issues: business models in personalised medicine, biosimilars and new biotech products, and clinical and preclinical research opportunities in Central Europe. The organizer of Bio-Forum is Bio-Tech Consulting from Lodz, Poland (www.biotechconsulting.pl). The co-organizers are South Moravian Innovation Centre (http://www.jic.cz/home) and CzechBio (www.czechbio.org).

BioForum - Central European Forum of Biotechnology & Innovative BioEconomy

together with accompanying events will be held on

23-24th of May 2012 in the Conference Centre BVV Trade Fairs in Brno (Czech Republic).

more: www.cebioforum.com