Certitude & Early Breast Cancer Detection, with Jaime LaMontagne

As a marketing leader and passionate advocate for earlier cancer detection, Jaime LaMontagne has spent her career helping bring breakthrough medical innovations from idea to impact. She is currently leading the launch of Certitude™, the first blood-based test designed to detect breast cancer—work driven by a simple but powerful belief: detecting cancer earlier can change everything. Jaime has helped introduce some of the most transformative technologies in modern healthcare, including the Micra® leadless pacemaker at Medtronic—a device so small it fits inside the heart—and cancer diagnostics like Cologuard® and Oncotype DX® at Exact Sciences, which reshaped how cancer is screened and treated. Known for building high-performing teams and turning complex science into trusted brands, Jaime thrives at the intersection of innovation and human impact. Nothing motivates her more than helping ensure life-saving technologies reach the people who need them most. What you'll learn about in this episode: How Astrin Biosciences is approaching the challenge of bringing a new diagnostic to the market. Why diagnostic brands need to build trust long before a patient needs to use your product. How Certitude is being positioned to build awareness and confidence around breast cancer detection. Why reaching patients can be just as important as educating physicians to drive diagnostic adoption. How to leverage marketing to reframe the cancer testing story around reassurance and peace of mind. What it takes to adopt a new diagnostic into an existing clinical workflow, making it clear who orders the test, and what happens next. How advocacy groups and AI can help emerging brands build awareness and credibility with communities already invested in the issue. Additional resources: Jaime LaMontagne on LinkedIn Astrin Biosciences' website Josh Dougherty on LinkedIn Josh Dougherty's speaking site A Brave New's website