Much as investors may wish it were true, it's not always the case that a great drug, test or medical device meets with real commercial success. Launching new med-tech products always involves an intricate dance between efficacy, patient control (in other words, doctors' "turf"), compliance, cost/benefit, and reimbursement. That could prove to be especially relevant in the case of Exact Sciences (NASDAQ: EXAS) and its non-invasive Cologuard colorectal cancer test.
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For Exact Sciences, Approval May Be The Easy Part