WINDBER — Diversification continues to be the battle cry at Windber Research Institute, as its leaders and scientists explore new directions of study that could bring more funding sources.

The 10-year-old medical research organization was established to study genetics and other molecular characteristics of breast cancer.

It later extended its study to other types of cancer and cardiovascular disease.

Another expansion added the Center for Health Promotion and Disease Prevention, which addresses public health issues throughout the region and beyond through its participation in the World Health Organization.

As with many local companies, much of Windber’s early funding came through federal earmarks put into legislation by the late Rep. John Murtha.

But Windber almost immediately began working to establish itself as an independent operation, President and Chief Executive Officer Tom Kurtz said.

In the past two years, Windber’s Defense Department funding has been written into the Walter Reed Army Medical Center budget and its collaboration with the Army will continue at the new Walter Reed National Military Medical Center, now under construction in Bethesda, Md.

Windber leaders know they must move beyond the Defense connection.

“We have to look at what we can grow to develop more revenue,” Kurtz said. “Tissue banking and bioinformatics are two areas I think we can market.”

Through the collaboration with Walter Reed, Windber’s tissue bank has collected thousands of frozen biopsies and blood samples from breast cancer patients, but also those whose tests showed no cancer.

Recently, new collaborations have been developed to allow researchers around the world to use the samples in studies.

Bioinformatics involves software specifically designed for medical research.

Because Windber’s studies were unique from the beginning, developers with expertise in both information technology and biology were recruited to develop the programs.

Now that expertise could develop software for sale to other organizations, Kurtz said.

But Windber’s bread and butter will always be the study of disease at the molecular level, tracking how cellular components change during different stages of medical conditions for different patients, Kurtz said.

To expand that research into new areas, Windber must partner with larger organizations with large numbers of participants to study.

And to do that, the larger organizations have to know, not only that Windber exists, but that its scientists are doing world class research.

“You have to establish yourself in the scientific community,” Kurtz said. “That is what we have been focusing on now.

“We are trying to build that reputation.”

Windber’s scientists have had 500 research papers published.

“That is what people look at,” Kurtz said.

“When (director of translation breast research) Rachel Ellsworth does work on the link between breast feeding and breast cancer, and then presents that at a prestigious conference, now they are thinking that WRI is there if they are doing any work on breast cancer.

“We are not just a little town in western Pennsylvania anymore.”

Windber’s reputation has also been built through its work with the Defense Department.

To move from earmarked programs to the main Defense budget, Windber’s work had to be up to world class standards.

“We have gone through a lot of scrutiny and vetting over the past two years and we have come through it,” Kurtz said.

“Walter Reed now contracts with us without any political pressure.”

Windber’s selection to participate in the national cancer genome-mapping project and its tissue-banking program further enhanced its reputation.

“It’s nice we went through independent review and can compete on a national level,” Kurtz said.

Reputation and published papers don’t produce revenue.

Finding money to market its capabilities is one of Windber’s biggest challenges.

Government-supported research does not provide additional money for marketing, Kurtz said. The contract pays for what work is actually done.

“Most of our contracts are cost-reimbursed,” Kurtz said.

“Once I balance the budget here, making cuts in expenses results in cuts in revenue.”

Although Windber survived the initial downturn in the economy, leaders are keeping a close eye on government spending plans. Virtually all basic medical research is supported at some level by tax dollars.

“Research is an easy target in downturns of economic times,” Kurtz said.

“The danger of that is: All the advances that happen in medicine and public health will come to a screeching halt if funding is cut.”

The additions of the Center for Health Promotion and Disease Prevention and its director, Chief Wellness Officer Dr. Matthew Masiello, have opened additional doors in the education field.

Masiello has brought anti-bullying and anti-obesity programs to schools throughout the region. His staff is working with Cambria County commissioners on a countywide wellness program.

Last fall, he was named medical director at Pitt-Johnstown to provide oversight to its wellness programs.

Windber’s other scientists also may become adjunct faculty at various colleges, teaching students either at the institute, or remotely in their campus classrooms.

“That gives us a whole new dimension,” Kurtz said. “We show them how we can take real life research and take it into the real world. With budgeting and grant writing, we think we can add some value to the education system.

“There is a big market for Ph.Ds. We are selling our scientific credentials.”

Although Windber’s programs could be done anywhere, the institute remains firmly rooted in its Somerset Avenue facility, Kurtz said.

“Our goal is to keep this building and these people employed in Windber, Pennsylvania,” Kurtz said. “We want to make sure the people we partner with have the same goal.

“It was built as an economic driver for the area. We would never consider moving.”