Genentech Organic Growth Opportunities

Create the definitive resource for medical coders and practice managers by publishing thousands of pages detailing the specific billing codes for each Genentech drug. This play captures ultra-high-intent traffic from users responsible for claims submission, directly impacting revenue realization.

Example Keywords

• "J9312 billing guidelines rituximab hycela"
• "ICD10 H35.32 bevacizumab wamd"
• "CPT 96413 tecentriq infusion time"
• "billing codes for Ocrevus"

Rationale

Medical billing is complex and a major friction point for HCPs. By providing clear, findable guidance, Genentech can become an indispensable partner to practice managers, speeding up reimbursement and securing market share.

Topical Authority

Gene.com currently has almost no authority for billing-related keywords. However, Genentech possesses the definitive, accurate coding information and reimbursement support teams, giving them unmatched credibility to own this topic.

Internal Data Sources

Use internal HUB coding spreadsheets, payer-specific reimbursement rules, and anonymized claims data to generate sample claims and guidance.

Estimated Number of Pages

12,000 - 15,000

Dominate scientific conversations by creating a dedicated, crawlable hub for every Genentech abstract presented at major medical congresses. This play intercepts timely searches from clinicians and investors looking for the latest data, positioning Genentech as a transparent scientific leader.

Example Keywords

• "ASCO 2024 abstract 4512 crovalimab"
• "AAO 2025 poster P-238 faricimab highlight video"
• "AAN 2023 late breaker ocrevus data"
• "ESMO 2024 Genentech presentations"

Rationale

Clinicians, researchers, and investors search for data by abstract number and congress name immediately upon release. Current PDF-only strategies are not SEO-friendly; a structured HTML hub will capture this high-value traffic.

Topical Authority

As a leading contributor to medical congresses, Genentech has inherent authority. Creating a centralized, easy-to-navigate resource for their own data is a natural extension of their scientific leadership.

Internal Data Sources

Leverage embargo-lift RSS feeds, internal presentation decks, on-site video interviews with investigators (transcribed by AirOps), and raw statistical tables.

Estimated Number of Pages

14,000 - 18,000

Eliminate a major prescribing obstacle by creating thousands of pages detailing the specific Prior Authorization (PA) criteria for each drug, broken down by state and major payer. This strategy targets the exact moment of administrative friction, making it easier for HCPs to choose and prescribe a Genentech therapy.

Example Keywords

• "avastin prior authorization Blue Cross Texas"
• "actemra Medicaid NY criteria"
• "vabysmo step therapy Aetna Florida"
• "Xolair PA form California"

Rationale

Securing prior authorization is a significant burden for office staff, who frequently search for payer-specific rules. Providing a clear, public resource builds immense goodwill and directly facilitates the prescription process.

Topical Authority

While gene.com has generic patient foundation pages, it lacks granular payer detail. Genentech's market access teams curate this proprietary data, giving them the unique ability to publish the most accurate and authoritative guides.

Internal Data Sources

Utilize internal market access spreadsheets containing PA criteria, required ICD-10 codes, and step-therapy rules, as well as the library of PDF payer forms.

Estimated Number of Pages

4,500 - 5,500

Dramatically expand clinical trial recruitment by creating thousands of static, location-specific landing pages for every active trial site. This play captures high-intent patients and referring physicians searching for trials in their immediate geographic area.

Example Keywords

• "phase 3 ocrevus trial Boston"
• "HER3 antibody study recruitment Houston"
• "open label crovalimab trial near me"
• "Genentech trials in Florida"

Rationale

Patients and physicians search for clinical trials using location modifiers ('near me,' 'in Boston'). A single, non-geo-targeted trial page fails to rank for these valuable queries, a gap this strategy directly addresses.

Topical Authority

Gene.com already has pages on its pipeline and a general clinical trial page, establishing foundational authority. As the trial sponsor, Genentech is the definitive source of information for its own studies.

Internal Data Sources

Leverage the internal Clinical Trial Management System (CTMS) for protocol details, site addresses, and Principal Investigator (PI) contact information, plus patient travel support rules.

Estimated Number of Pages

6,000 - 8,000

Establish unparalleled scientific leadership by creating a comprehensive encyclopedia connecting specific genetic variants to actionable Genentech therapies and pipeline candidates. This play targets hyper-specific searches from oncologists and pathologists interpreting genomic reports, placing Genentech at the center of precision medicine decisions.

Example Keywords

• "EGFR exon 20 insertion treatment options"
• "ALK I1171T resistance therapy"
• "PIK3CA H1047R targeted drug list"
• "NTRK fusion approved therapies"

Rationale

As precision medicine advances, clinicians search for therapies based on specific genetic mutations, not just the cancer type. Owning this long-tail SERP space positions Genentech as the go-to resource for targeted oncology.

Topical Authority

Genentech pioneered biomarker-driven therapies (e.g., HER2, KRAS). This deep scientific credibility and rich pipeline data provide unmatched authority to win these technical queries.

Internal Data Sources

Use Genentech's internal genomic variant database, pipeline target lists, and abstracts from the scientists.gene.com portal to create deeply differentiated content.

Estimated Number of Pages

4,000

Improvements Summary

Consolidate thin and duplicate location pages into a single authoritative hub with expanded, keyword-optimized content for each site. Replace static PDFs with interactive maps, add structured data, and improve internal linking to capture high-volume queries.

Improvements Details

Key tasks include merging location content into a central HTML hub, expanding child pages to 500-700 words with full addresses, directions, and amenities, and embedding Google Maps with schema markup. Optimize on-page elements for keywords like 'Genentech address', 'Genentech headquarters', and specific building numbers. Add FAQ schema, video tours, and internal links from Careers and other relevant pages. Convert PDF assets to HTML sections and set canonical tags to consolidate ranking signals.

Improvements Rationale

These changes address low traffic despite high search volume by consolidating authority and improving user experience. Structured data and rich content will help pages rank higher for targeted queries, increase click-through rates, and secure rich results in search. This approach is expected to drive more organic visits and push competitors down in search results.