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Technological and medical innovation in recent years has opened many new lines of research and development in the health care industry. Developments in medicines and devices have begun to yield new treatments offering hope to many cancer sufferers, and many more are predicted to emerge in the coming decade. This case looks specifically at the development of customised treatments for cancer, focusing particularly on the market potential of such innovations and the challenges the industry might expect to encounter going forward. This case study aims to provide a succinct overview of current developments in this rapidly developing industry sector. Including a historical industry perspective, comment on potential product development and current industry forecasts, the case raises many questions for students to consider and resolve.