Spotlight Series

Strategic Growth & Innovation: Tony Goodman on Adial’s Vision for Precision Medicine

April 3, 2025

Adial’s approach with AD04 integrates a genetic focus, specifically targeting certain genotypes. How has this personalized medicine approach been received within the addiction treatment community? 

Tony Goodman, COO, Adial Pharmaceuticals: What we have found is that it’s been very well received. The research that we’ve done with physicians and payers has essentially found that the combination of AD04 with a genetic test is viewed as extremely valuable, innovative, and perhaps game-changing for treatment communities.

Physicians like the idea that they can offer a genetic test. In our case, we are exploring the use of a test where patients can take a cheek swab and get a genetic test to determine whether they have certain single nucleotide polymorphisms associated with better outcomes in response to AD04 treatment. This opens dialogue between a patient and a physician about what the optimal addiction treatment strategy may be. That helps physicians to direct treatment in a way that hopefully can produce a successful outcome for the patient.

Payers are also enthusiastic about the concept. While the Alcohol Use Disorder (AUD) population is not particularly large, mainly due to underdiagnosis, the available data suggest that these patients are highly receptive to genetic testing. Not only are patients willing to undergo the test, but payers also recognize its value and are inclined to cover it. This is largely because they understand that the test leads to a precision medicine approach, which is more effective in managing costs compared to a broad-based strategy that relies on trial-and-error without a genetic biomarker. Additionally, we are encouraged by the positive response from the treatment community to our development program.

What role do you see genetic markers playing in the future of addiction treatment? And how is Adial prepared to lead in this space?

Tony Goodman: Genetic biomarkers have taken an increasingly prominent role in how we think about disease treatment. I think that the field of addiction treatment is particularly well suited to the implementation of precision medicine because you not only have genetic features which may predispose individuals to different types of addictions, but in our case, you also have genetic features which may make certain treatments more successful for certain patients.

I certainly believe Adial is leading the charge in the addiction space. We see this approach extending beyond AUD to a broader range of addictions. Since 2011, we have built a well-established pathway using data and clinical study reports to better understand this population and identify potential genetic biomarkers within the brain.

Our precision medicine approach focuses on the serotonin receptor.  Others are exploring precision medicine across different therapeutic areas, including for conditions like depression, Parkinson’s, and Alzheimer’s. Across the treatment community, research field, and investment space, there is growing excitement about the potential of precision medicine. When applied to addiction, we believe we are at the forefront of innovation in this field.

What types of partnerships are you seeking? And how do you determine if a partnership aligns with Adial’s strategic goals?

Tony Goodman: It really depends on the strategic alignment with a partner. The reason most deals don’t get done is around strategic fit. And so, the alignment of the strategy of a potential partner company is important. It’s one thing to say a broad CNS disease or therapeutic area capability within an organization is all that you need. But we know that that’s not quite the case. These are very specialized areas of treatment and they involve those who have capabilities either in this space or in adjacent spaces.  Also I think they need to share our vision about what’s possible. At the end of the day, Adial’s vision is one of a direct to patient commercial approach.

We’ve seen other analogs of that in other areas where companies are engaging companies are engaging patients directly through telehealth and other methods. Imagine a patient or caregiver searching online for treatment options and discovering a way to determine whether they have a specific biomarker that could guide the best approach to modifying drinking behavior. If they seek more information, they could request a test kit to check for a specific single nucleotide polymorphism, providing valuable insight into their personalized treatment path.

All of that could be done through a private portal, protecting their information. Once that’s established, they could reach out directly to a physician provider, prescriber, or potentially get fulfillment right through an online source.  This approach represents a significant shift in patient engagement and aligns closely with the type of partnerships we are seeking and engaging with strategic discussions on at Adial.

Stigma has been a considerable barrier in the addiction treatment field. How is Adial working to reduce the stigma? And what strategies do you believe are the most effective?

Tony Goodman: I believe education is key. We have implemented strategies to reduce stigma, particularly through social media, which serves as a powerful platform to provide education, resources, and support. It connects both the treatment community and patients seeking reliable information.

Stigma remains a major barrier to treatment, whether due to societal perceptions or an individual’s own beliefs about addiction. Many patients see their struggle as a personal failure rather than recognizing the biological basis of their disorder. While professional medical care and psychosocial support are essential, engaging with patient advocacy and treatment-focused communities plays a crucial role in shifting these perceptions.

Changing perceptions across all key stakeholders including patients, payers, physicians, and caregivers is critical to breaking down stigma. By doing so, we can encourage patients to seek treatment sooner, which we see as the key to achieving successful outcomes.

In your experience, how can companies like Adial engage with communities to support patients beyond just offering a treatment plan?

Tony Goodman: I think that it is important to foster active discussions with treatment communities and policy makers with the intention of educating them as to the benefits of our approach. Our goal is to introduce a new therapy that combines pharmacotherapy with a genetic test, bringing a precision medicine approach to the treatment landscape. This isn’t a one-time conversation, it requires ongoing engagement to fully convey how this combination can transform patient care. By integrating a companion diagnostic, we can reshape how treatment communities engage with patients and how payers view and support treatment strategies.

This shift is also relevant in policy discussions, particularly within government organizations such as the VA, NIAAA, and the Department of Defense. Aligning this approach with policy, medical guidance, and clinical treatment frameworks is essential. We believe that incorporating precision medicine into care plans has the potential to drive meaningful, long-term improvements in treatment outcomes.

Your experience managing global teams has involved significant pipeline and operational planning. How has that helped Adial in the long-term approach?

Tony Goodman: Drug development is a complex process. As you know, it’s highly regulated. Not only does that bring the need for expertise and skills to bear on the organization, but the ability to understand where the risks lie and how to manage those risks. Striving all the way with a mindset toward operational excellence is what’s required. That’s no different really in any organization, and it doesn’t matter what size the organization is. If you think you can get by doing less rather than what’s required or what regulations states or guidance dictate, you find yourself in quite a challenging situation.

We pride ourselves here, and I believe I can have brought and will continue to bring the depth and breadth of experience to make sure that Adial is developing the product with the right lens from a regulatory and a guidance perspective. And that’s across the globe. That doesn’t just involve the US FDA, but it involves IMEA regulations. Understanding the variations and endpoints is important. The endpoints in Europe are different than the endpoints for AUD clinical trials in the US. And we’ve certainly petitioned and lobbied hard to get the US FDA to understand that a potential way to think about treatment outcomes in AUD involves more than just abstinence but also involves a recovery mindset and a path toward recovery.

That’s something that certainly the NIAAA supports and has even recently made a statement about that. So, we see that all of these things coming together along with our internal expertise is important and helping to drive and change the narrative and drive the discussion in AUD.