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E140A
- Session 18
Life Science Entrepreneurship
Summary
The Genomic Health case provides an opportunity to examine entrepreneurship in the life sciences (e.g. biotech and medical devices).
Guest
Brook Byers biography
Brook Byers video clip collection on the Stanford Educators Corner (optional)
Kleiner
Perkins Caufield & Byers
Required Reading (Policy
on Required Readings.)
Suggested Readings
- Harvard Business Review Article: "Realizing the Promise of Personalized Medicine" by Mara G. Aspinall and Richard G. Hamermesh, October 2007, Volume 85, Issue 10, p108-117 (see here for directions on downloading this article)
Study Questions (Policy
on Study Questions.)
- Per our custom with all E140A cases, conduct a V-I-E analysis using the Collins and Lazier approach. For example, what is GH's vision and is it compelling? Also, what are the key implications of your internal and external assessments of GH at the time of the case?
- What are 2 or 3 important differences in launching a new medical technology faced by the leaders of GH versus those in the information technology cases studied so far in E140A (e.g., California Vision Tools and IMVU) or discussed in seminars like ETL? How well do the market and customer development frameworks introduced by Donna Novitsky and Steve Blank apply?
- What are one or two major hurdles for adoption by each of the three key stakeholders in GH's markets: patient, physician, and payer? What are some potential strategies to address these challenges?
- During class, we will have a breakout session with students not on the opening team forming 3 groups representing the perspectives of the 3 major stakeholders: patient, physician/oncologist, and payer. Acting as employees at Genomic Health, you will identify key adoption risks and some potential strategies to mitigate them from your assigned perspective. You will then return to the classroom to meet with the VCs and management team (played by the opening team and guest speaker) and share your thoughts.
Assignment
Login into the MFP Forum. Under the session assignment topic answer the following questions. For this assignment, only one submission is required from the opening team. All others must submit individual postings!
What is the most significant risk (sometimes called the "white-hot" risk by Brook Byers) facing Kim and Randy at the time of the case? Is it technical, market, financial, or team related? What should their goals be in 2004 to mitigate this risk?