Roche

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Roche Molecular Diagnostics cobas® Genomics and Oncology Division faced strong competition from other qPCR assays and Next Generation Sequencing (NGS), an emerging technology. We helped cobas® move from product to brand, leveraging the trust in Roche by oncologists and pathologists as a common connection, and emphasizing our actionable insights over broad mutation screening, leading to increased confidence in their personalized patient therapies.

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