Building Business Cases for Genomics

In the thirty-sixth installment of the PhenoTips Speaker Series, Dr. Colleen Campbell, Megan Trinkle-Knotts, and Andrea Spencer discuss how to craft compelling cases that secure funding for genetics departments.

Published on April 22, 2026

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Despite the recognized benefits of genomics, genetics departments often struggle to receive financial support. To scale services to meet increasing demand, genetics departments must build strong business cases that bridge quality care to institutional financial sustainability. As a follow up the 2025 session, Proving Profitability in Genomics, PhenoTips invited genetic counseling directors, healthcare consultants, and business case experts to provide more context and guidance on how to craft compelling business cases for genetics departments

Megan Trinkle-Knotts is the Director of the Genetic Counseling Program at Bay Path University. Over the course of her career, she has developed several innovative clinical initiatives. As a member of the Center for Genomic Advocacy at Indiana State University, she helped establish a new Master’s in Genetic Counseling program and launched a genetic counseling clinic. Her work contributed to expanding access to specialized genetic counseling services while helping train the next generation of genetic counselors. In her current role she oversees program leadership while continuing to focus on innovative approaches to genetic counseling education and workforce development. She participates in the Indiana Network of Genetic Counselors, the Genetic Counseling Educators’ Association, the National Society of Genetic Counselors, and the Accreditation Council for Genetic Counseling.

Andrea Spencer is a Partner and Healthcare Practice Leader at Optimus SBR, Canada’s largest independent management consulting firm. She and her team specialize in helping organizations turn complex ideas into clear, compelling narratives backed by evidence that drive decisions. She leads advisory engagements across Canada’s healthcare sectors, working with health systems, governments, healthcare providers and industry partners to shape strategies, define and implement transformation roadmaps, and build the business cases needed to move initiatives forward. Andrea brings a strong focus on storytelling as a strategic tool, crafting pitches, proposals, and executive communications that translate complexity into clarity and influence at the highest levels, while also ensuring that evaluation requirements are met or exceeded. She also advises clients on how to do the same, equipping teams to communicate innovation, secure investment, and accelerate meaningful change across the healthcare system.

Dr. Colleen Campbell is the Director of Genetic Counseling Operations for University of Iowa Health Care and Clinical Associate Professor at the University of Iowa Department of Internal Medicine. During her term as President of the National Society of Genetic Counselors, she led the development of a four-prong approach to improve reimbursement for Genetic Counselor services. Dr. Campbell is also the Assistant Director for the Iowa Institute of Human Genetics, a statewide initiative focused on bringing Precision Medicine to the region. She is a recognized leader in the genetic counseling field and an award-winning advocate for improving the availability of genetic counseling services.

In this panel discussion, genomics industry business case experts will address:

  • Where to begin: connections and resources to get started
  • How to craft compelling narratives
  • The numbers behind the story: backing up cases with data
  • Best practices for building strong business cases

Resources:

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A horizontal grid featuring the professional headshots of Dr. Eric Green, Dr. Colleen Campbell, Brian Reys, Marianne Olson, and Kira Dineen.

Proving Profitability in Genomics

 

Thought leaders in genomics and genetics revenue researchers and advocates, Dr. Colleen A. Campbell, Dr. Eric Green, Brian Reys, and Marianne Olson, discuss how to prove the profitability of genetics departments

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