Companies are facing significant challenges in gaining provider acceptance and reimbursement for molecular diagnostics, which are the hallmark of personalized medicine. Steven Burrill, CEO of Burrill & Company, even likened gaining acceptance for personalized medicine diagnostics to hand-to-hand combat: “Investors were naïve at how substantial and perverse the resistance to adoption is.” Some companies are prevailing, however, through strategies that include obtaining a dedicated current procedural terminology (CPT) code, gaining acceptance of diagnostics as a standard of care, and forming partnerships with the pharmaceutical industry. Others are concentrating efforts on developing diagnostics for the ex-U.S. market. How is your company handling this issue?

Poll Question:
How is your company overcoming reimbursement hurdles for molecular diagnostics in the U.S.?

Dedicated CPT Code

Standard of Care


Going Overseas

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