Developing a competitive strategy for the in vitro cancer diagnostics industry

This paper analyzes a firm which is developing a suite of new products for the early detection, localization and definitive diagnosis of lung cancer. The firm's products are in various stages of development with the first products ready for sale by the end of 2005. The paper focuses on the product line aimed at the early detection of lung cancer. The analysis considers the firm in the context of the in vitro diagnostic development industry. It reveals issues relating to the company's focus and the difficulty of establishing a new testing paradigm in the face of physician scepticism. Furthermore, it faces the competitive threat of new technologies which will begin to appear in the next 3 4 years. It is recommended that the firm concentrate its resources around its core competencies and redirect its efforts to establishing its testing approach in common clinical practice while the opportunity exists.