What inspired you to establish Oncotest (a subsidiary of Rhenium Group) in 1998, and how has the company evolved to become the leader in precision medicine in Israel over the past two decades?
I founded Oncotest after completing a postdoctoral fellowship in Biology at the Weizmann Institute, where I focused on cell signaling in cancer. At the time, the U.S. Food and Drug Administration (FDA) was nearing approval of Herceptin, a biological drug for breast cancer patients with HER2 oncogene overexpression.
This marked a turning point in oncology, highlighting the growing need for companion genomic and genetic testing to determine which patients would benefit from targeted therapies. I recognized that this was just the beginning of a broader shift toward personalized medicine and saw a significant business opportunity in establishing a service to provide molecular diagnostic testing for various types of cancer.
Over the past two decades, Oncotest has evolved into a leader in precision medicine in Israel. Throughout this journey, the company has consistently demonstrated a unique ability to identify breakthrough technologies, effectively integrate them into clinical practice through broad physician and public education, and, most importantly, secure insurance coverage for these innovative solutions.
You recently announced the launch of Galleri—the world’s first early detection blood test capable of identifying over 50 types of cancer. What’s your go-to-market strategy and how are you raising awareness among both the public and healthcare professionals?
When it comes to raising public awareness, Oncotest uses a multi-faceted strategy to educate about early detection and its critical importance. Here’s a brief overview:
- Direct-to-Consumer Education (DTC):
- We deliver clear, easy-to-understand materials across brochures, websites, and social media that explain early detection and how to access our tests.
- Sharing real patient stories brings early detection’s impact to life, inspiring action with empathy and care.
- We lead and join public campaigns with advocacy groups to reach and educate a wider audience.
- Physician Education and Engagement:
- Through workshops and webinars, we keep healthcare professionals updated on the latest early detection advances and how to apply them in care.
- Sharing clinical data and outcome studies builds trust and drives adoption.
- Our teams maintain close, personalized communication with physicians to support patient care.
- Corporate Partnerships:
- We are actively working with Human Resources and Welfare managers at corporations to introduce Galleri for early cancer detection to their employees. So far, we’ve successfully implemented this with one corporation: Teva Pharmaceuticals.
- Collaboration with Healthcare Institutions and Payers:
- We work closely with HMOs and insurers to integrate early detection tests into their preventive care programs and secure reimbursement, making these crucial tests more accessible to the general population.
- We engage with relevant healthcare authorities and policymakers to advocate for broader awareness, screening guidelines, and favorable reimbursement policies for early detection technologies.
- Transparency and Integrity:
- We are transparent about what our tests can and cannot do, managing expectations realistically.
- All our awareness campaigns and educational efforts adhere to strict ethical guidelines, ensuring that information is accurate, unbiased, and patient-centric.
How do you and your team manage the emotional weight of delivering life-altering diagnoses to patients?
Providing cancer solutions involves a profound blend of science and immense compassion. Our team understands that delivering life-altering diagnoses carries a significant emotional weight, and we have several key strategies in place to manage this responsibly and empathetically.
First and foremost, we prioritize clear, empathetic communication. We ensure that our team members are not only scientifically proficient but also highly skilled in-patient interaction. This means explaining complex medical information in an understandable way, using sensitive language, and actively listening to patient and family concerns. We recognize that each patient’s journey is unique, and we strive to address their individual fears and questions with kindness and respect.
What are some of the biggest challenges Oncotest faces in advancing precision medicine, and how do you address these obstacles while ensuring the highest level of care for patients?
As a leader in precision medicine in Israel, Oncotest operates in a fast-changing and complex environment with clinical, financial, logistical, and ethical challenges.
One major hurdle is helping physicians navigate the complexity of precision medicine. We invest in ongoing training and provide clear clinical evidence so doctors can confidently use tests like Galleri and Oncotype DX.
Access is also a challenge. These tests can be costly and insurance coverage is often complicated. We work closely with payers and develop solutions such as corporate wellness partnerships to expand availability.
In addition, the vast amount of genomic data generated requires careful management. We use advanced systems to securely handle this information and translate it into clear, actionable insights that support better patient outcomes.
Oncotest has seen remarkable success in Israel. Looking ahead, where do you envision the company in the next five years?
Oncotest has achieved incredible momentum in Israel by staying ahead in precision medicine and working closely with the healthcare system.
Over the next five years, I see us going even further. We aim to make early multi-cancer detection widely accessible, expand our diagnostics beyond oncology, and lead in real-world evidence and data-driven care.
We are already advancing AI-based testing as a faster and more affordable alternative to traditional genomic methods. I believe Oncotest will grow from being a distributor to becoming a true enabler of precision medicine, influencing policy, accelerating clinical adoption, and expanding access to life-saving innovations for more people across Israel and potentially beyond.
The company is deeply rooted in your personal expertise. How do you plan to ensure long-term sustainability by transferring your knowledge and building a legacy beyond your leadership?
Ensuring Oncotest continues to thrive well beyond my direct leadership is a top priority. While the company’s early success was rooted in my personal expertise, lasting impact comes from building systems that outlive any one individual. I’m focused on capturing that knowledge through clear protocols, training programs, and a strong internal knowledge base.
At the same time, I’m committed to hiring and developing exceptional people and building a leadership team that can operate with confidence and independence. The goal is to build a company where innovation, integrity, and impact are part of the foundation, driving its success well into the future.
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