PHILADELPHIA and REHOVOT, Israel, June 4, 2013 /PRNewswire/ -- Rosetta Genomics Ltd. (NASDAQ: ROSG), a leading developer and provider of microRNA-based molecular diagnostics, announces plans to expand its U.S. commercial footprint from five sales territories currently to 12 territories beginning in July 2013. In addition, the Company reports the successful launch of its new corporate and product branding at the recent American Society of Clinical Oncology Annual Meeting (ASCO 2013). "Our Rosetta Cancer Origin Test™ (formerly miRview ® mets²) has been trending positively for the past three months in terms of samples processed and samples billed. We continue to make progress in executing agreements with Preferred Provider Organizations (PPOs), such as our recently announced credentialing agreement with Prime Health, which now allow for this test to be adjudicated as 'in network' for more than 6.5 million patients in the U.S. Our strong presence at ASCO 2013 significantly enhanced the knowledge of and interest in our microRNA-based cancer testing services. Consequently, we believe the time is right for a strategic expansion of our sales force in order to achieve greater reach to physicians, and ultimately to ensure that our Cancer Origin Test ™ is available to more patients," said Kenneth A. Berlin, Rosetta Genomics' President and Chief Executive Officer. Rosetta Genomics unveiled its new corporate and product branding at ASCO 2013 through various mediums including an interactive tradeshow booth that featured a high-definition promotional video and various other promotional materials. The new branding includes an updated corporate logo with the tagline, "expanding personalized medicine," and new names and logos for Rosetta's Cancer Testing Services (formally the miRview ® family of testing services), all of which were extremely well received by healthcare professionals who visited the booth. In addition, Rosetta's Cancer Testing Services were highlighted in an "Industry Expert Theater Presentation" (IETP), during which Mr. Berlin and E. Robert Wassman, MD, FAAP, FACMG, Rosetta Genomics' Chief Medical Officer, delivered a presentation entitled, "Application of microRNAs in Oncology Diagnostics." Dr. Wassman delivered a presentation on the Cancer Origin Test ™. During his presentation, Dr. Wassman discussed real-world case studies of patients with Cancer of Unknown or Uncertain Primary (CUP) impacted by the test results, and reviewed data from extensive validation studies that demonstrated a high level of concordance with the predictions made by leading CUP centers. "We are delighted with the positive reception to our IETP, and with the caliber of questions asked. We believe that through educational programs like this and our other physician outreach efforts, physicians are beginning to acknowledge the clinical value of microRNA profiling in CUP patients, and recognize that it is not a matter of whether to use such diagnostics but when to use them. In many cases a diagnosis of Cancer of Unknown Primary is no longer acceptable now that we have more precise diagnostic assays to identify the tumor of origin and, therefore, are able to make better clinical treatment decisions," said Dr. Wassman.