Can Ischemia Technologies Produce the Next Big Cardiac Marker?
Executive Summary
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.
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