Media Thread, page-15229

That should be the strategy when the cancer patients are the target group and those patients had an influence by demanding to get the " IMU - treatment " right now. Otherwise imo wasted money. BDX today had a webinar outlining their breast cancer test roll out strategy. Totally different by targeting GPs who are the first showing patients all the options. Once that network got educated then a public marketing campaign will make women aware of the new available test, especially when at some stage the government will reimburse patients. IMU should go the same way, GPs / oncologists first, then the public. But IMU chose step 2 before step 1. Very strange from a marketing perspective. I just hope that the clinical strategies haven't been built on a similar step 2 before step 1 base.

GLTA