The diagnostics industry has been a tarpit for start-ups. Entrepreneurs rarely overcome the field's serious and often unseen challenges, but a handful are thriving thanks to their realistic assessments of just how complex the industry is and their ability to adapt when products hit brick walls. Accessible market niches are a key to success, so is exploiting drug firms--as customers, marketing channels, or as sources of differentiating technology.
By Wendy Diller and Roger Longman
Diagnostics is a tricky field: on one hand, compared to pharmaceuticals, it is often viewed as a quicker, less expensive...
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