Proving Profitability in Genomics

Dr. Eric Green is a genomics researcher, Human Genome Project participant, and former Director of the National Human Genome Research Institute at the U.S. National Institutes of Health. He was at the Institute for nearly 30 years, during which he held multiple key leadership roles. For just over two decades, Dr. Green directed an independent research program that included integral start-to-finish roles in the Human Genome Project. Dr. Green earned his M.D. and Ph.D. degrees from Washington University in St. Louis. He has authored and co-authored over 395 scientific publications, and has earned several honors and awards, including election to the National Academy of Medicine in 2023.

Brian Reys is a manager and genetic counselor with UT Southwestern Cancer Genetics in Dallas, TX. Brian serves as a panel member of the National Comprehensive Cancer Network (NCCN) Prostate Cancer Early Detection panel and as the CPT Coding Advisor to the National Society of Genetic Counselors (NSGC). Brian contributed to the American Medical Association CPT Editorial Panel’s approval of the revised genetic counseling CPT code 96401 published in 2025, which supports’ institutional reimbursement for genetic counselors’ time outside of direct patient care.

Marianne Olson is an American Board of Genetic Counseling (ABGC) certified genetic counselor seeing patients at Baptist Health System. She completed her MS in Genetic Counseling and at the University of Cincinnati College of Medicine in 2024. Previous to her experience as a genetic counselor, she developed science communication and team leadership skills as a science teacher and curriculum writer. As a genetic counseling graduate student, Marianne studied the economic impact of genetic counselors in pediatric cardiac genetics, authoring “Cardiac genetic counseling services: Exploring downstream revenue in a pediatric medical center” published in the Journal of Genetic Counseling in 2024.

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 the discussion moderated by Kira Dineen, the panel of genomics advocates and genetic revenue researchers address:

• Demonstrating the direct and downstream benefits of multiple genetic subspecialties
• Navigating the challenges of funding and reimbursement in light of evolving billing codes
• How to build strong business cases