While oncology steals the limelight, some firms are harnessing the technologies and R&D strategies of precision medicine to develop combination drug/diagnostic products for large-population, non-oncology diseases. They are betting that as scientific knowledge improves and the regulatory process becomes more hospitable, payors and other stakeholders will take a fresh look at a field that has largely taken a backseat.
High-profile successes in cancer, including the recent approval and launch of Genentech Inc./Daiichi Sankyo Co. Ltd.’s Zelboraf (vemurafenib) and Pfizer Inc.’s Xalkori (crizotinib), have provided a viable...
