Cancer may offer greater reassurance than any other disease area to pharmaceutical companies leery of using new pharmacogenomics technology in drug discovery, according to an AstraZeneca cancer specialist.

And why shouldn’t it? The global market for cancer drugs is poised to triple over the next seven years to more than $64 billion. Drugs like Gleevec and Herceptin have taken pioneering strides in personalized medicine, and the unique specter of cancer tends to encourage regulatory agencies to grant pharmas greater incentive to develop new drugs.

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