Case | HBS Case Collection | October 2009 (Revised November 2016)

Generation Health: A Pioneer in Genetics Benefit Management (A)

by Robert F. Higgins, Jeffrey D. Marrazzo and Rachel Gordon


Generation Health, a pioneer in the new field of genetics benefit management and a newly formed company, faces many strategic issues. CEO Per Lofberg is in the midst of negotiating a partnership with a major pharmacy benefit management company. As part of these negotiations, Lofberg must decide whether the time is right for such a strategic partner when Generation Health has only been founded for a year. At the same time, Lofberg must recruit for the critical position of Chief Medical Officer while also making decisions about Generation Health's stance on various regulatory issues that will affect the industry long-term.

Keywords: Business Startups; Entrepreneurship; Governing Rules, Regulations, and Reforms; Growth and Development Strategy; Partners and Partnerships; Genetics; Health Industry; Insurance Industry;


Higgins, Robert F., Jeffrey D. Marrazzo, and Rachel Gordon. "Generation Health: A Pioneer in Genetics Benefit Management (A)." Harvard Business School Case 810-007, October 2009. (Revised November 2016.)