Developing innovative diagnostic tests that address unmet clinical needs and improve upon standards of care requires a significant investment of time and resources. Precision medicine companies willing to take this risk must navigate numerous challenges that require an intimate knowledge of the reimbursement and market dynamic environments in order to bring the test to market, positively impact the care of patients and generate a return for their investors. This panel will explore these challenges and share key insights, considerations and strategies required to successfully maneuver in today’s landscape.