Product Strategy & Marketing Advisory · Precision Diagnostics
Turning complex science into products that change healthcare decisions.
Chord Consulting helps diagnostics companies decide what products to build and position them to succeed. Two decades turning biomarker science into products that win with patients, payers, and providers.
How an Engagement Takes Shape
From open exploration to investment-ready case.
Engagements start wherever you are — scoping a therapeutic area, or pressure-testing a product concept you've already defined — and follow the same disciplined path to a product the market will actually adopt.
When the product isn't defined yet
Find the opportunities
We map the patient journey to find the unmet needs a diagnostic — and your technology, if you have one — can actually answer.
Most engagements start here
Define the target product profile
We define what your product must deliver, at minimum, to win with patients, payers, and providers — performance and clinical utility, plus the practical details that quietly decide adoption, like logistics and turnaround time.
Turning the TPP into proof
Plan the evidence
We plan the evidence around the claims your profile demands — mapped across new studies, existing data, and evidence already in the literature.
Ready for the room — and the launch
Build the commercial strategy
We build the case investors and executive committees need to say yes — and the go-to-market plan that gets your product into the hands of your customers and stakeholders.
Founder, Chord Consulting
Ellen Goldberg
Ellen partners with healthcare innovators to turn breakthrough science into products with genuine clinical utility and a clear path to adoption. Across two decades in precision diagnostics, she has repeatedly taken novel biomarker-driven tests from early positioning through commercial scale — work grounded as much in product-market fit as in market creation.
At Genomic Health (now Abbott), Ellen launched the Oncotype DX® Breast Recurrence Score test — now a global standard of care that has guided treatment decisions for more than 2 million breast cancer patients worldwide. She then built the company's market strategy function and went on to lead its marketing organization. As VP of Marketing at Crescendo Bioscience, she oversaw the launch of Vectra DA® (now part of Labcorp), a multi-biomarker blood test used to guide treatment in rheumatoid arthritis. She began her career as a strategy consultant at Booz Allen & Hamilton and in new product planning at ALZA.
Ellen currently serves as an independent director of Castle Biosciences (NASDAQ: CSTL), where she chairs the Compensation Committee.
Start a Conversation
Let's talk about your product, your market, or your next raise.
Whether you're mapping a therapeutic area, defining a target product profile, or building the case for your next raise, I'd welcome the conversation.
San Sebastián · Park City · Reno