Guardant Health & Foundation Medicine Media Audit Prepared by Greenough – Sept. 20, 2019 Objective: Determine how competitors appear in the media for a roughly two-year period (Jan. 2018 through current date in 2019). Overall Findings: Foundation generated significantly more coverage than Guardant in 2018 and 2019, driven primarily by product and business news related to product approvals. Guardant’s coverage was also driven significantly by business news, notably its IPO in 2018. In 2019, Thermo Fisher CSD is tracking with Guardant for total coverage (Thermo Fisher: 79; Guardant: 77). Foundation has 119 pieces of coverage, driven largely by its new headquarters and CEO announcements. As of Sept. 20, Thermo Fisher has generated more feature/thought leadership coverage this year than both competitors combined (Thermo Fisher: 19; Guardant: 6, Foundation: 8).
2018 – GUARDANT HEALTH Annual Totals Feature Coverage 6
Product News 5
Clinical News 12
Business News 54
TOTAL 77
Quarterly Breakdown Q1* Feature Coverage Product News Clinical News Business News TOTAL 3 2 4 5 14 *Note: We included links to all Q1 Guardant coverage as a sample to demonstrate how we categorized product, clinical and business news. Future sections quantify this coverage but do not include links. Feature Coverage 1. GenomeWeb, JPM Healthcare Day One: Genomic Health, Foundation Medicine, Qiagen, Myriad Genetics, Guardant, More, 1/9/19 Thought leadership comments from CEO during company presentation 2. GenomeWeb, Liquid Biopsy Firms Move Toward Multianalyte Detection, 1/30/18 Thought leadership, CEO speaks to company’s progress 2. GenomeWeb, Genomic Health's Suspension of NGS Liquid Biopsy Program Highlights Market Challenges, 3/15/18 Trend story positions Guardant as a key market player and highlights products
Product News 1. In Brief This Week: Roche, Guardant Health, Diagnomics, Canadian Genomics Cloud, More 2. FDA Clears Tests from Siemens, Quidel, Becton Dickinson, and Roche in February Clinical News 1. 2. 3. 4.
Guardant Health Providing Liquid Biopsy for Japanese GI Cancer Basket Trial Are Liquid Biopsies Trustworthy? A Study Suggests That It’s Too Early for Widespread Use of Liquid Biopsies for Prostate Cancer Johns Hopkins University Study Finds Laboratory-Developed Liquid Biopsy Tests Can Give Different Results; Call for ‘Improved Certification’ of Medical Laboratories That Develop These LDTs
Business News 1. 2. 3. 4. 5.
Guardant Health, Foundation Medicine Settle False Advertising Lawsuit All Cancer Patients Should Have Access To Genomic Testing (brief mention) Digital health startups raised $11.5B in 2017, a new record high: 6 things to know The $100 Billion Venture Capital Bomb Digital health investments reached record level in 2017
Q2 Feature Coverage 1
Product News 0
Clinical News 3
Business News 3
TOTAL 7
1. 360Dx, Liquid Biopsy Field Exploring Potential of Proteomics for Early Cancer Detection, 5/8/18 Thought leadership, COO is quoted throughout article Q3 Feature Coverage Product News Clinical News Business News 0 0 3 22 Notes: Business news driven by cybersecurity hack scandal and IPO
TOTAL 25
Q4 Feature Coverage 2
Product News 3
Clinical News 2
Business News 24
TOTAL 31
Feature Coverage 1. Forbes, A $3 Billion Startup's Shares Gain On Hopes For A Cancer Blood Test, 11/12/18 Thought leadership on startup success, CEO and president are quoted throughout 2. 360Dx, Guardant Health Collecting Data to Make Case for 'Blood-First' Cancer Testing Paradigm, 11/20/18 Thought leadership on forging a "blood-first paradigm,” president is quoted throughout Notes: Business news driven by IPO
2018 – FOUNDATION MEDICINE Annual Totals Feature Coverage 8
Product News 44
Clinical News 29
Business News 54
TOTAL 135
Quarterly Breakdown Q1 Feature Coverage 1
Product News 17
Clinical News 4
Business News 11
TOTAL 33
Feature Coverage 1. WIRED, With Medicare Support, Genetic Cancer Testing Goes Mainstream, 3/28/18 Thought leadership on precision medicine trends, CMO is quoted Notes:
Product news driven by FDA/CMS approval of FoundationOne CDx test and Foundation’s expansion into China market Business news focused on lawsuit with Guardant, a deal with Pfizer and partnership with Roche
Q2 Feature Coverage 4
Product News 9
Clinical News 9
Business News 14
TOTAL 36
Feature Coverage 1. Genetic Engineering & Biotechnology News, Breaking NGS Ground, 5/22/18 Feature on Foundation’s progress in the NGS space 2. Technology Networks, Genomic Profiling in Cancer: Matching Patients to Precision Trials, Guiding Patients to the Right Treatment, 5/29/18 Thought leadership Q&A with VP on advances in genomic sequencing technologies 3. MedCity News, A Q&A with Foundation Medicine’s chairman-turned VC, 6/14/18 Thought leadership, Q&A on the company and its products 4. American Journal of Managed Care, Perspective: FDA/CMS Parallel Review Advances Coverage for Cancer Comprehensive Genomic Profiling, 6/18/18 Contributed article on the regulatory path that led to approval of FoundationOne CDx
Q3 Feature Coverage 0 Notes:
Product News 11
Clinical News 11
Business News 16
TOTAL 38
Product news driven by FDA approval and NCD request Clinical news on collaboration with UC Davis’ Comprehensive Cancer Center & Genentech Business news on partnership with Incyte, lawsuit with Guardant and Roche buyout
Q4 Feature Coverage 3
Product News 7
Clinical News 5
Business News 13
TOTAL 28
Feature Coverage 1. Technology Networks, The Liquid Biopsy Trends Transforming Cancer Detection and Treatment, 10/24/18 Thought leadership, Q&A with VP of medical affairs on developments in liquid biopsy 2. The Boston Globe, Cambridge biotech’s cancer test turns out to be a ‘lifesaver’, 12/3/18 Feature on test saving a cancer patient’s life 3. STAT News, For one cancer patient, biotech’s genetic test turns out to be a ‘lifesaver’, 12/4/18 Feature on test saving a cancer patient’s life (also ran in the Globe) Notes: Business news driven by partnership with Novartis and Roche acquisition
2019 – GUARDANT HEALTH Annual Totals Feature Coverage 3
Product News 18
Clinical News 19
Business News 37
TOTAL 77
Quarterly Breakdown Q1 Feature Coverage Product News Clinical News Business News 0 10 4 10 Notes: Product news driven by launch of LUNAR assay and 500-gene OMNI test
TOTAL 24
Q2 Feature Coverage
Product News
Clinical News
Business News
TOTAL
3
6
11
19
39
Feature Coverage 1. 360Dx, Guardant Health AACR Data Hint at Future Potential of Bellwether Acquisition, 4/1/19 Feature on AACR presentation 2. Genetic Engineering & Biotechnology News, Betting on Blood, 5/28/19 Thought leadership on liquid biopsy activity, president quoted throughout 3. CNBC, We’re not far from using blood tests to detect early-stage cancer, says CEO of Silicon Valley oncology firm, 6/3/19 Thought leadership on liquid biopsy test progress, CEO interviewed Notes:
Product news driven by LUNAR assay and Guardant360 assay Clinical news on NILE study, colorectal cancer study and clinical data presented at AACR Business news on lawsuit with Foundation & PGDx, Thrive Bioscience, Inc. entering the industry and Bellwether Bio acquisition
Q3 (as of 9/20/19) Feature Coverage 0
Product News 2
Clinical News 4
Business News 8
TOTAL 14
2019 – FOUNDATION MEDICINE Annual Totals Feature Coverage 8
Product News 28
Clinical News 31
Business News 52
TOTAL 119
Quarterly Breakdown Q1 Feature Coverage 1
Product News 10
Clinical News 4
Business News 14
TOTAL 29
Feature Coverage 1. The Cancer Letter, Trump’s proposal for pediatric cancer has NCI envisioning the first data federation of its kind, 3/8/19 Thought leadership on role in data federation, chief medical officer is quoted throughout Notes:
Product news on FoundationOne liquid biopsy receiving approval from the FDA and CMS Clinical news on pancreatic cancer study Business news on contract with the VA and appointing a new CEO
Q2 Feature Coverage 3
Product News 9
Clinical News 15
Business News 13
TOTAL 40
Feature Coverage 1. Vantage, AACR 2019 – Foundation Medicine sets the scene for liquid biopsy approval, 4/3/19 Feature on AACR presentation 2. American Journal of Managed Care, Panelists Offer an Insider Perspective of the Unstable Future of Genetic Testing Reimbursement, 4/13/19 Thought leadership on FLASCO 2019 discussion, associate director of reimbursement is quoted throughout 3. Precision Oncology News, At ASCO, Real-World Data Shows Potential to Improve Precision Oncology, 6/4/19 Feature on ASCO presentation using Flatiron Health and Foundation Medicine’s clinicogenomics database, chief data officer is quoted throughout
Notes:
Product news driven by Japan and the FDA’s approval for FoundationOne CDx test Clinical news on studies in NTRK fusions, TMB, TAPUR, NSCLC, RET data, EHR and WINTHER Business news on Thrive entering the market as a competitor, patent lawsuit with Guardant and moving HQ
Q3 (as of 9/20/19) Feature Coverage 4
Product News 9
Clinical News 12
Business News 25
TOTAL 50
Feature Coverage 1. Clinical OMICs, The Age of Analytics: Sequencing’s New Frontier Is Clinical Interpretation, 7/15/19 Thought leadership on FoundationCORE database, vice president of product development is quoted 2. Clinical OMICs, 8 Companion Diagnostic Developers Making a Mark, 7/18/19 Thought leadership on 8 companion diagnostic companies making a mark in the industry, CEO is quoted about company’s success 3. MM&M, Foundation Medicine TV ad evokes emotion triggered by cancer diagnosis, 7/29/19 Thought leadership on educational campaign to raise awareness about the approach behind FoundationOne CDx test, chief commercial officer is quoted throughout 4. Physician’s Weekly, Inside drugmakers’ strategy to boost cancer medicines with ‘Lazarus effect’, 9/6/19 Thought leadership, chief medical officer comments on NGS testing access for patients Notes:
Product news on FDA’s approval for FoundationOne CDx for Lynparza in ovarian cancer test Clinical news on studies in NTRK fusions, TMB, MCC, prostate cancer and Merkle cells, as well as ASCO abstract presentation Business news driven by leadership changes and new HQ location