If you were Illumina management, how would you respond to the Ultima/Roche threat? One could either 1) maintain pricing while seeing
share erosion or 2) drop pricing to keep customers. In once case you will see fewer boxes sold/rep, in the other case you get less gross profit/box sold.
Great post. I wrote a summary on Bluesky. https://bsky.app/profile/albertvilella.bsky.social/post/3lja3zowmqc2i
Thank you so much for such a well-explained post. This is the first time I, a scientist, understood the businesses better.
Great stuff!
If you were Illumina management, how would you respond to the Ultima/Roche threat? One could either 1) maintain pricing while seeing
share erosion or 2) drop pricing to keep customers. In once case you will see fewer boxes sold/rep, in the other case you get less gross profit/box sold.