Read the Conversation
Conversation highlights:
- Rising Healthcare Demand: Argentina’s epidemiological transition and growing burden of chronic and complex diseases are increasing demand for advanced, reliable diagnostic solutions across the healthcare system.
- Technology as a Catalyst: Automation, scientific breakthroughs, digital diagnostics, and data-driven platforms are transforming laboratory medicine, improving accuracy, efficiency, and scalability—particularly in high-complexity care.
- System-Level Collaboration: Strengthening diagnostic capacity requires close collaboration between public institutions, private healthcare providers, laboratories, clinicians, and technology partners.
- Closing Infrastructure Gaps: While centers of excellence exist, significant disparities in access and laboratory automation remain, highlighting the need to expand diagnostic capillarity nationwide.
- Industry Leadership & Innovation: Roche Diagnostics plays a central role in advancing science-based innovation, supporting clinical education, partnering with health systems around the country and the region, and enabling modern diagnostic infrastructure in Argentina.
- Science-Driven Optimism: A diagnostics-led, technology-enabled approach is seen as critical to improving patient outcomes, strengthening healthcare system efficiency, and supporting Argentina’s long-term public health resilience.
EF: You were appointed general manager of Roche Diagnostics Argentina (including responsibilities for Uruguay, Bolivia, and Paraguay) sixteen months ago. What were your first impressions and analysis of the market? Where are we today, and what will 2026 look like?
GB: My previous experience was in Italy, which is a mature market. Before that, I worked in our global Headquarters, overseeing global strategy. Having seen a variety of markets, I found the transition from Italy to Argentina particularly interesting because the dynamics are quite different. In Argentina, access to healthcare remains an issue due to infrastructure variability, geographical distribution, and health insurance coverage; however, disparities in how people access care create greater opportunities. The market in Italy was more static, while here in Argentina, it is much more dynamic. I am deeply passionate about the positive impact our diagnostics solutions have on many patients, and seeing the opportunity here motivates me tremendously. Our mission is significant, the level of technology in Argentina can be quite advanced, and we have access to top-quality innovations here. We offer the same equipment in both Italy and Argentina. Our laboratories are equipped with the latest technology and serve as a reference center for Latin America. However, some of the opportunities are in laboratories and hospitals in Argentina that still lack automation. In certain labs, manual work continues to be performed, which, although high-quality, significantly slows the process and therefore the answer to patients. The automation and technology we provide can expedite these processes and improve access to diagnostics, which can have a profound impact on the patient journey.
EF: You represent a generation that drives innovation, data-driven decisions, and a portfolio focused on technology. Regarding the market gaps you mentioned, how can we leverage the current momentum to move forward?
GB: Diagnostics is always the starting point; it is not possible to treat a patient unless we know what the patient has, and we can only know that by running tests. We help laboratories to perform blood tests and in vitro diagnostics, which are generally thought to drive 70% of all clinical decisions. This drives and motivates me to reach as many labs as possible, because doing so also makes us reach more patients. The patient cannot start their journey to health unless they know what the problem is, and that is where diagnostics come in. The investment in diagnostic infrastructure is critical to a country's success; accurate, timely diagnosis can positively impact all downstream areas of the patient’s journey and sustain the country. It keeps people out of the hospital and productive; it has repercussions not only for the population's healthcare but also for the economy's sustainability. I believe there is insufficient awareness of the importance of diagnostics; sometimes labs are in the underground part of hospitals, which seems to be a metaphor also for how they are considered. My mission is to drive the organization to raise awareness on the development and the impact diagnostics bring.
EF: Only 2 or 3% of healthcare budgets go to diagnostics to impact over 70% of healthcare decisions. We should shift the paradigm and reallocate budgets. How do you rate the current level of infrastructure in Argentina and the allocation of resources to diagnostics for a sustainable healthcare system?
GB: The basic diagnostic infrastructure exists in Argentina, but it varies from Buenos Aires to the provinces. Major cities like Mendoza and Córdoba have this infrastructure, but it could certainly be improved to enhance accessibility. Argentina is vast, and patients across the country have the same rights and deserve the same level of healthcare. Diseases can occur anywhere, and it's essential to take action to address them. Unfortunately, the level of investment in infrastructure is too low. Although the quoted figure is 2%, the actual investment reflects only around 0.5% of the healthcare budget. It is important to view this as an investment rather than just a cost, as it has numerous positive repercussions for public health. In extreme situations, such as a pandemic, diagnostic infrastructure becomes even more critical. For instance, tuberculosis is on the rise, and technology, especially automation in molecular biology, can make a significant difference. We partnered with the Province of Santa Fe to automate testing. While manual testing can take up to a week or even longer, an automated test can be completed in a few hours. Additionally, we assisted with the diagnostics change management process. We redesigned the workflow to centralize sample collection. The strength of our business lies in our ability to break down diagnostics into sample collection and testing. We can either decentralize testing by bringing diagnostics closer to the patient through point-of-care testing or centralize the process by transporting samples to a lab equipped with automation and advanced technology. At Roche, we support both centralized and decentralized testing options, as we believe they complement each other, despite seeming opposed. For instance, in urgent situations like a patient arriving at a hospital with chest pains, it's crucial to quickly determine if they are having a heart attack. This is where decentralized testing comes in through specialized devices that provide rapid results. For routine tests, centralization offers the advantage of scale: samples can be collected, processed over several hours, and results delivered efficiently. I am very passionate about automation, especially because our business, particularly in the laboratory, is short-staffed. Automation doesn't replace people; rather, it helps us maximize the potential of our current staff, allowing them to focus on more value-added initiatives. For this reason, Roche invests in automation. Our ultimate ambition is to have labs where we drop the sample, and the equipment performs all the work autonomously, providing results. The personnel's focus will be on interpreting the data, which is where their true value lies.
EF: What makes Argentina strategically important for Roche in Latin America? Given the rapid changes, how do you envision 2026? What will be your key growth drivers?
GB: Roche is deeply committed to Argentina and has been present in the country for 95 years, enduring many challenges along the way. We take pride in our longstanding presence and plan to continue our operations for another 95 years and longer. We are dedicated to supporting our customers and institutions by promoting innovation and improving diagnostic infrastructure and treatments. Roche invests significantly in R&D. As the largest company in our industry, we allocate the highest total amount and the highest percentage of our sales to R&D. This is a strategic decision that enables us to introduce new products continuously. Automation continues to be a significant driver, as we aim to automate as much as possible to focus on more value-added initiatives. Beyond that, we are consistently launching new tests that analyze biomarkers, proteins, and other detectable measures within our bodies. Our analysis involves various sample types, including biopsies, blood, tissue, and saliva. I am particularly excited about the advancements in therapies for Alzheimer's disease, as this condition creates a substantial burden for both patients and their caregivers. There are already FDA-approved therapies, with many more in the pipeline. And Diagnostics will play an increasingly important role in this area, where accurate diagnosis and patient characterization will be critical to access the new therapies. Alzheimer’s disease is often not properly diagnosed due to the lack of a cure and the invasive nature of some diagnostic procedures, such as Cerebral Spinal Fluid (CSF). However, this is set to change because, to receive a modifying therapy, a definitive diagnosis is necessary. This is where our efforts will make a difference. I am very excited about blood-based biomarkers that will allow us to make the initial evaluation and then diagnose Alzheimer’s disease with just a blood draw. These technologies allow the measurement of relevant biomarkers in that blood sample and, based on those results, determine whether the patient has the disease. If a positive result is found, we may then order a PET scan for further validation. One of Roche´s FDA-approved blood tests, for example, measures specific changes in the ( pTau181) protein in the blood plasma and can detect these changes 10 to 15 years before symptoms appear. It is the ultimate screening tool! This test was approved by the FDA at the end of 2025 and will be available in most of the world in 2026. Digital pathology is also a fascinating field. In diagnostics, we identify metrics to measure, then interpret those measurements. Digital tools and solutions play a crucial role in this process by integrating information from various datasets. The intriguing aspect of digital pathology is that when we suspect cancer in a patient, we can extract a tissue sample, perform a pathology test, and then utilize digital pathology techniques to analyze the image. By applying algorithms, we can extract a wealth of information from the image. We are also making significant investments in this area, including efforts in Argentina. The examples mentioned above pertain to centralized settings, but we also operate effectively and continue to invest in solutions for decentralized environments. For instance, a handheld device based on a highly innovative technology that can run high-quality tests at the point of care, with reagent strips that can be stored at room temperature. This feature is particularly crucial in countries like Argentina and across Africa, where refrigeration may not always be readily available. Lumira is a handheld device that can run tests. We believe this kind of innovation will be a game-changer for Argentina, a vast country where geographical distance can pose challenges. These devices can serve as first-line diagnostics , and samples can still be sent to the lab for confirmation when necessary. It's important to note that they should not be viewed as a threat to laboratory testing; rather, decentralized diagnostics will complement laboratory services and enhance their role. While Lumira can provide a diagnosis, it is primarily utilized as a screening and detection tool, with the laboratory playing a vital role in confirming diagnoses. A final example of a decentralized setting is our Continuous Glucose Monitoring system, which has already been launched in Europe and will arrive in Argentina in 2026. This device is patient-oriented and represents a significant advancement. Many people in Argentina are living with diabetes, and this innovation will be a game-changer for them. It is likely going to be one of the most transformative solutions we can offer to patients. Instead of pricking their finger up to six or seven times a day to measure glucose levels, patients will only need to wear a device for two weeks, which provides continuous glucose monitoring. The AI-enabled device delivers real-time glucose readings and predicts future levels, making it an outstanding innovation, especially for individuals with severe conditions who fear going to sleep every night, considering our product will feature a nighttime prediction capability.
EF: Why is one dollar invested in diagnostics in Argentina better than investing anywhere else?
GB: We need to consider patients and healthcare systems separately. For patients, receiving an accurate and timely diagnosis can transform their lives; after all, nothing is more important than life itself. Having the necessary infrastructure and technology to facilitate accurate diagnoses is vital for the population. Diagnosis represents the power of knowledge, and once patients and healthcare professionals have that knowledge, they can take action, ideally to treat and cure their conditions, or at the very least, to explore their options. From the perspective of the healthcare system and economic considerations, investing in diagnostics is essential for sustaining healthcare. Providing proper treatment based on accurate diagnosis helps avoid waste. Personalized medicine is impossible without knowing exactly what the patient has, and the only way to achieve this is through appropriate diagnostics. Furthermore, proper treatment based on accurate diagnoses can prevent unnecessary hospitalizations. For example, ICU stays are expensive, costing over $1,000 per day, while diagnostic testing costs a fraction of that amount. With effective diagnostics, patients can spend only as much time in the ICU as needed. In summary, there is both an economic benefit to the healthcare system and, most importantly, a significant advantage for patients' lives. I can also add a third benefit: the broader national ecosystem. Keeping people healthy increases productivity in both work and personal life. These are positive ramifications for the country and its institutions that go beyond the healthcare system.
