Personalized medicine requires the identification of mutated genes. Schering-Plough search for one asthma-related need to find a family with the disease. Industry considers that helps conduct such research, including contract research organizations. "Hide
by Regina E. Herzlinger, Mark Aquino Source: Harvard Business School 24 pages. Publication Date: June 24, 2003. Prod. #: 303044-PDF-ENG
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