Cellmark's the Spot
This article was originally published in Start Up
Executive Summary
The driver for Orchid Biosciences' acquisition of UK-based Cellmark Diagnostics from AstraZeneca was not the revenue potential of the existing business--providing DNA forensics test services and genetic disease testing--as much as to get a facility to use as a European beachhead for its SNP scoring business and, eventually, pharmacogenomics tests. The D2C component of those businesses are nascent, as evidenced by the current limited utility of Orchid's website, bonemarrowtest.com, and the fact that it has yet to revive its other sites, SNPs.com and geneshield.com.