Cancer diagnostics group VolitionRx Ltd (NYSE:VNRX) is gearing up for the initial market entry of its NuQ blood tests with the appointment of an experienced marketing executive.
Louise Day became chief marketing and communications officer with effect from Monday (April 11).
The firm is expecting to kick off the European launch of NuQ in 2016, to be followed by the US and rest of the world.
President and chief executive Cameron Reynolds told investors: "We are approaching critical milestones in the coming months as we launch our first commercial product, a blood test for colorectal cancer that we aim to make available for clinical use in Europe by the end of this year.
"The experience that Louise brings in developing strategy, gaining reimbursement and launching products within the complex regulatory environments of healthcare markets worldwide will be invaluable to VolitionRx at this key time."
Day has a strong healthcare background in the US, UK and Europe, including consumer, prescription, retail and consulting work.
She was a global brand marketing manager for consumer goods giant Reckitt Benckiser Plc (LON:RB), where she led the development of the global brand for the Lysol germ protection range.
Before that she was a product manager, marketing executive, primary care field sales manager and a senior market research executive at Zeneca Pharmaceuticals Ltd in the UK.
Since 2011, she was director and owner of Aculd Ltd, a strategic marketing consultancy specializing in healthcare, in which she developed UK market access programs, including submission to the National Institute for Health and Care Excellence (NICE), for a range of products.
She said today: "Starting with a blood test for colorectal cancer, the Company's suite of NuQ products have the potential to transform the diagnosis of cancer through early detection, resulting in better outcomes for patients worldwide. I look forward to building NuQ into a globally-recognized brand and leading the strategy for our initial market launch in Europe, the U.S. and worldwide."