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BNP: Can Competitors Catch Up to Biosite?

Executive Summary

Biosite has spent the last year building demand for its point-of-care testing (POCT) cardiac marker for chronic heart failure, BNP. The test is poised to be a major successs for Biosite, not least because it has semi-exclusive licensing rights (from Scios), which limit competition and because of the perceived value of its clinical utility. It could be a major victory for a small POCT company. But for Biosite, the hard part is just beginning as competition surfaces from other licensees and similar markers. Most immediately, Roche just launched a similar marker and is gearing up for battle.

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Can Ischemia Technologies Produce the Next Big Cardiac Marker?

In recent years, some creative diagnostic companies have applied pharmaceutical-like marketing techniques to launches of their flagship products. Five-year-old Ischemia Technologies' launch strategy for its cardiac marker, ischemia-modified albumin (IMA) is based on tenets gleaned from these companies' success stories. It is supporting its marker of cardiac ischemia with strong clinical and market development programs, aimed not just at the laboratory but also at clinicians. But the inherent complexities and nuances of the opportunity it addresses are challenging.

Biosite: Building a Solid Franchise

Biosite is one of a few diagnostic companies that has had to grapple with a literal run on its product--a point-of-care proprietary cardiovascular test that took off in the marketplace almost immediately after it was introduced in 2000. Now, it faces two challenges: the advent of competition from large in-vitro diagnostic companies and following up with a seond act as its explosive growth slows to more normal levels.

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