By Molika Ashford

GeneKey, a spinoff from online cancer-guidance software firm CollabRx, is looking to differentiate itself in the rapidly growing personalized oncology market by offering a comprehensive service that uses a range of genomic approaches to recommend treatment options that physicians might otherwise overlook.

The company, which spun out of CollabRx last year, is currently looking to ramp up its customer base after evaluating the service in around 20 cancer patients since its start.

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