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Cepheid
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April 07, 2026
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Expert Spotlight: Brock Schroeder Subhead: VP, Worldwide Market Access Strategy & Americas Market Access
We proudly highlight Brock Schroeder, VP, Worldwide Market Access Strategy & Americas Market Access. Based in LaQuinta, Calif., Brock brings a strategic and evidence-driven approach to his role, along with a deep understanding of how healthcare systems evaluate innovation. Brock is focused on ensuring that diagnostic breakthroughs are not only scientifically sound but also accessible and reimbursable. His leadership reflects a commitment to bridging the gap between cutting-edge molecular technologies and the practical realities of healthcare delivery—making sure that the value of diagnostics is recognized, supported, and available to the patients who need them most.
Brock’s work sits at the intersection of innovation, access, and impact—ensuring that diagnostics are not only developed but also adopted and reimbursed. We asked him to share more about his approach to market access, the challenges he sees ahead, and what drives his work in shaping healthcare delivery.
Why does the field of diagnostics or Cepheid's work bring you professional fulfillment?
While lab tests inform the majority of clinical decisions, there’s still work to be done to fully realize the impact of diagnostics. Molecular testing remains unfamiliar to many payers, and point-of-care options often lack reimbursement. With diagnostics representing a small slice of health budgets, it’s critical to demonstrate both clinical and economic value. I’m inspired by Cepheid’s commitment to innovation and to helping health systems adopt our tests for patients who need them most.
What past educational, research, or professional experience are you most proud of?
At my previous company (Illumina), I focused on diagnosing rare genetic diseases, which affect 2–6% of the population—most with a genetic cause. These patients often face long, costly diagnostic journeys. We worked to show that genome-wide approaches like whole genome sequencing can deliver faster, more accurate diagnoses while reducing unnecessary tests and procedures. I’m especially proud of helping secure payer coverage for whole genome sequencing, demonstrating the power of combining strong technology with solid clinical and economic evidence.
What notable contributions have you made to Cepheid?
We launched the Field Reimbursement Support (FRS) team in the U.S. to help address customer concerns about payer coverage for molecular testing. Sales teams often hear questions about reimbursement when introducing new tests, and while they can answer some, we saw the need for deeper support. The FRS team works directly with sales and customers—visiting sites, answering questions, and helping improve access to diagnostics and patient care.
What aspects of Cepheid's culture distinguish it from other companies?
The most distinguishing characteristic of Cepheid’s culture is its commitment to continuous improvement. I’ve heard this referred to as, “common sense, vigorously applied.” At Cepheid, the mechanisms are in place to ensure the right discussions happen at the right time, that appropriate actions are documented, and that we ensure sustainment of the improvement.
Learn more about Brock Schroeder’s professional expertise on LinkedIn
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