Tradition!

"Until recently, in vitro diagnostics were priced nearly at commodity levels and were relegated to the backwaters of the life science universe," Soren Peterson, Vivek Mittal, and Kristen Pothier write this month in In Vivo.

Lately, though, that's changed, says the trio, made up of a senior analyst, VP, and partner, respectively, of life sciences strategy consulting firm Health Advances.

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