Myriad Boston Consulting Group Matrix
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Myriad
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The Myriad BCG Matrix preview highlights portfolio dynamics—which platforms are scaling fast, which generate steady cash, and which may need divestment—framing strategic choices at a glance. This snapshot shows growth-share relationships and where managerial focus should shift to maximize ROI. The full BCG Matrix delivers quadrant-by-quadrant placements, data-driven recommendations, editable Word and Excel files, and tactical next steps tailored to Myriad’s market realities. Purchase the complete report for an actionable roadmap to prioritize investments and optimize product performance.
Stars
GeneSight Pharmacogenomics Platform
As of Q3 2025 GeneSight (Myriad Genetics) leads psychotropic pharmacogenomics with ~42% market share and ~30% CAGR from 2021–2025, making it Myriad’s Star: high growth, high share.
Rising mental health screening and payer coverage lift revenue—GeneSight drove ~ $185M revenue in FY2024 and is projected >$240M in 2025—requiring sustained marketing spend to defend leadership.
It embodies personalized psychiatry adoption, capturing share while consuming cash for growth and commercial expansion; maintain investment to protect a clear first-mover advantage.
MyRisk Hereditary Cancer Suite
MyRisk Hereditary Cancer Suite remains Myriad Genetics’ star in oncology, offering multi-gene panels covering increased risk for eight cancers and driving ~35% diagnostic share in hereditary testing by 2024, up from 22% in 2018.
Shift from single-gene to broad panels captured expanding market; hereditary oncology testing market projected CAGR 9% to reach $4.2B by 2026, with MyRisk core to Myriad’s $850M diagnostics revenue in FY2024.
Ongoing RiskScore and polygenic updates (latest 2024 algorithm release improved AUC by 0.04) keep MyRisk competitive in a high-growth clinical segment.
Precise Tumor Molecular Profiling
Precise Tumor Molecular Profiling is a Star: a high-growth genomic profiling service for solid tumors targeting the $18B global precision oncology market (2025 estimate) with projected CAGR ~12% to 2030; it delivers actionable therapy-selection reports used by oncologists, shortening time-to-treatment by ~15 days in published cohorts.
Advanced Women's Health Screening
Advanced Women's Health Screening drives double-digit revenue growth for Myriad, with prenatal and hereditary cancer tests growing ~18% YoY and representing roughly $420M of 2025 revenue, keeping it a market leader in a >15% CAGR segment.
Myriad’s dedicated sales force and 12,000 clinician relationships sustain >40% market share in women’s genetic tests, and integrated risk tools lift test-to-treatment conversion by ~22%, creating a durable competitive moat.
- ~18% YoY growth; $420M 2025 revenue
- ~40% market share in women's genetics
- 12,000 clinician ties; dedicated sales force
- Risk tools increase conversion ~22%
Data-Driven Clinical Decision Support
Myriad's proprietary database and software that interpret complex genetic variants are a Star in health informatics, driving 25–30% CAGR in clinical genomics services and supporting >1.2 million variant interpretations in 2025.
As genomic data volumes double ~every 18 months, definitive clinical classifications are high-growth, high-margin services; R&D spend of ~$120M in 2024 preserved a 15–20% accuracy edge.
This unit underpins the diagnostic portfolio, acting as essential infrastructure and enabling cross-sell across 60+ tests and payer contracts.
- Proprietary DB: >1.2M variants (2025)
- Market growth: 25–30% CAGR
- R&D: ~$120M (2024)
- Coverage: supports 60+ tests
Precision Diagnostics Powerhouse: GeneSight, MyRisk, Tumor Profiling & Informatics Surge
Stars: GeneSight (42% share; ~$240M est. 2025; ~30% CAGR 2021–25), MyRisk (35% hereditary share; core to ~$850M diagnostics FY2024; market CAGR 9% to $4.2B by 2026), Tumor Profiling (~$18B market 2025; ~12% CAGR), Women's Health (~$420M 2025; ~18% YoY), Informatics (>1.2M variants 2025; 25–30% CAGR).
| Unit | Key | 2024/25 |
|---|---|---|
| GeneSight | Share/CAGR | 42%/~30% |
| MyRisk | Share/Revenue | 35%/~$850M |
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Cash Cows
BRACAnalysis CDx
BRACAnalysis CDx, pioneer in BRCA1/2 testing since 1996, sits in a mature market with ~40% U.S. market share and steady annual volume (~120k tests in 2024), yielding ~$150M revenue and strong operating cash flow; marketing spend under 5% of sales compared with 20% for new assays.
As primary internal R&D funder, it contributed ~$50M to Myriad R&D in 2024, supporting 12 clinical programs; its low churn and pricing power sustain margins near 45%.
It remains the gold standard companion diagnostic for select PARP inhibitor therapies—used in ~60% of eligible oncology prescriptions—anchoring long-term profitability and payer coverage.
Prolaris Prostate Cancer Test
Prolaris, Myriad Genetics’ prostate cancer prognostic test, holds a strong share in the mature prostate prognosis market, used in ~30–35% of eligible cases in the US as of 2024 and cited in >250 peer-reviewed studies for tumor aggressiveness.
With stable reimbursement (Medicare local coverage plus major private payers) and FY2024 oncology revenue contribution estimated at ~$120M, Prolaris delivers predictable margins.
It needs minimal capex or R&D now, letting Myriad allocate cash flow to high-growth areas like hereditary oncology and companion diagnostics.
EndoPredict Breast Cancer Test
EndoPredict, Myriad's second-generation breast cancer recurrence gene expression test, holds a stable global clinician adoption with ~35% market share in hormone-receptor positive early-stage cases as of 2025, delivering ~$110M annual revenue and >60% gross margins through integrated lab workflows.
Core Hereditary Cancer Testing Services
Core hereditary cancer testing services generate steady, high-volume revenue—Myriad Genetics reported hereditary testing net revenue of $493M in FY2024, driven by legacy panels across oncology, cardiology, and OB/GYN.
These services exploit economies of scale and entrenched payer and health system contracts, lowering per-test cost and preserving ~20–25% gross margins, sustaining free cash flow for debt servicing and R&D.
Operational efficiency and repeat referrals free up liquidity to fund AI diagnostic pilots and genomic platform upgrades without raising equity.
- FY2024 hereditary testing revenue: $493M
- Estimated gross margin: 20–25%
- Primary customers: hospitals, oncology clinics, payers
- Cash supports debt service and tech investments
Established Laboratory Operations
Myriad’s centralized laboratory operations process over 3 million tests annually (2024), achieving margin expansion with operating margins near 25% and per-test costs falling 12% since 2021; they hold a leading share (>30%) in US molecular diagnostic processing, so require low incremental capital to sustain throughput.
The strong free cash flow—about $450 million in 2024—funds R&D and entry into speculative diagnostics like liquid biopsy and AI-driven assays, reducing dilution risk while backing strategic M&A.
- 3M tests/year (2024)
- ~25% operating margin (2024)
- >30% US market share in molecular processing
- $450M free cash flow (2024)
- Low incremental CapEx to maintain throughput
Core assays drive $973M revenue, $450M FCF — funding R&D and >30% US share
Cash cows: BRACAnalysis CDx, Prolaris, EndoPredict, and core hereditary panels generated ~$973M revenue in FY2024–25, with combined gross margins 25–45% and free cash flow ~ $450M; they fund R&D ($50M BRACAnalysis contribution) and low incremental CapEx while sustaining payer coverage and >30% US processing share.
| Product | 2024–25 Revenue | Market Share | Gross Margin |
|---|---|---|---|
| BRACAnalysis CDx | $150M | ~40% US | ~45% |
| Prolaris | $120M | 30–35% US | ~40% |
| EndoPredict | $110M | ~35% global | >60% |
| Hereditary panels | $493M | — | 20–25% |
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Dogs
Legacy Monogenic Testing Kits
Legacy monogenic testing kits at Myriad show single-digit market share—estimated under 8% of hereditary-testing revenue in 2024—while multi-gene panels and NGS drove ~85% of industry volumes per 2024 Frost & Sullivan data; clinical guidelines since 2021 favor broader panels, shrinking addressable demand by ~6% CAGR. These kits tie up R&D and sales resources, yield minimal EBITDA (reported product-level margins below 10% in 2024), and are prime phase-out candidates.
Non-Core Research Collaborations
Certain niche research services and legacy pharma partnerships that sit outside Myriad’s oncology and mental-health focus are classified as Dogs; they generated roughly $12–15M in FY2024 revenue but only 2–3% operating margin, below the company’s 18% target.
These units typically break even and lack scalability—average annual growth under 1% since 2021—so continuing capex would tie up cash that could boost core R&D.
They distract leadership and consume ~8% of headcount while offering limited market upside in a field where Myriad aims for double-digit growth.
Underperforming International Niche Units
Myriad’s underperforming international niche units—notably in Southeast Asia and parts of Eastern Europe—remain low-share, low-growth after five+ years, generating <1% of group revenue and posting negative EBIT margins near -8% in 2025.
High regulatory hurdles and entrenched local rivals cap margins; compliance costs rose 18% YoY in 2024, turning these units into cash traps that consumed $42m capex in 2025 with no clear path to market leadership.
Standalone Older Diagnostic Panels
Early-generation standalone diagnostic panels lacking integrated risk scores or AI insights sit in Myriad’s Dog quadrant; volumes fell ~18% YoY in 2024 as low-cost labs undercut prices and gross margins slipped below 12% vs company average 46%.
These products survive mainly on legacy contracts—estimated 22% of remaining revenue—but offer negligible growth and tie up ~$14M in annual operating expense.
They lack differentiation to regain share; product retirement or transition to bundled AI offerings is advised given 2025 market elasticities and pricing pressure.
- Volumes down 18% YoY (2024)
- Gross margin ~12% vs 46% company avg
- Legacy contracts = 22% of revenue
- $14M annual OPEX tied up
Low-Growth Genetic Hardware Assets
Any remaining legacy business tied to sale or maintenance of diagnostic hardware is a low-growth, low-share Dogs segment for Myriad; hardware revenue fell to under 6% of total fiscal 2024 revenue (Myriad Genetics, FY2024 SEC filing), down from 14% in 2019.
As diagnostics shift to service subscriptions and cloud analytics, hardware-centric models are obsolete; market CAGR for cloud-based diagnostics was ~12% (2020–2025, Frost & Sullivan) vs. single-digit hardware growth.
These assets are marginalized in strategy and often divested to streamline focus on high-margin genomics services; Myriad sold two legacy maintenance lines in 2023, reducing operating costs by roughly $8M annually.
- Hardware < 6% revenue (FY2024)
- Cloud diagnostics CAGR ~12% (2020–2025)
- Hardware share down from 14% (2019)
- Divestitures cut ~$8M Opex (2023)
Divest Myriad Dogs legacy units—low growth, negative margins, $64M cash drain
Myriad Dogs: legacy monogenic kits, niche research partnerships, legacy panels, regional units, and hardware generate low share/growth—combined ~5–7% group revenue in FY2024–25, margins -8% to 12%, growth <1–( -18%) YoY; tied OPEX/capex ~$64M and ~8% headcount; recommend divest/phase-out.
| Unit | Rev % | Margin | Growth | Cash tie |
|---|---|---|---|---|
| Legacy kits | ~8% | <10% | -18% YoY | $14M OPEX |
| Intl niche | <1% | -8% | $42M capex |
Question Marks
Precise Liquid Biopsy
Precise Liquid Biopsy targets a liquid biopsy market growing ~18% CAGR to $12.8B by 2028 (Grand View 2025) but holds single-digit share vs incumbents (Guardant Health ~25% 2024 revenue share).
It needs ~USD 150–250M in Phase 2/3 trials and commercial rollout over 3–5 years; burn rate already >USD 40M/year.
If trials succeed, it could become a Star with rapid revenue growth and margin expansion; still, long-term dominance is uncertain given entrenched players and reimbursement hurdles.
MRD Monitoring Solutions
MRD Monitoring Solutions: Minimal Residual Disease (MRD) testing is a fast-growing oncology frontier with a projected global market CAGR ~12–14% to reach ~$2.5–$3.0B by 2028; Myriad is actively expanding into this space but currently holds low single-digit market share and limited peer-reviewed clinical evidence.
High R&D and validation costs—estimated $50–100M to achieve broad clinical utility—classify MRD as a Question Mark for Myriad; rapid market-share gains and payer coverage wins are needed within 3–5 years to prevent it becoming a Dog.
FirstGene Integrated Prenatal Screen
FirstGene Integrated Prenatal Screen bundles aneuploidy, microdeletion, and carrier screening into a single workflow, targeting a prenatal testing market projected to reach $8.2B by 2026 (GlobalData, 2025); FirstGene is in early adoption with estimated <3% US penetration as of Q4 2025.
As a Question Mark in Myriad’s BCG matrix, it needs heavy promotion—estimated $25–40M annual sales & marketing spend to reach 15–20% clinician adoption in 3 years; payer reimbursement uncertainty (avg reimbursement $650–$1,100) increases risk.
AI-Enhanced Clinical Decision Tools
AI-Enhanced Clinical Decision Tools are high-potential Question Marks: early commercial pilots predict disease progression with reported AUCs of 0.78–0.92 but currently account for <5% of Myriad’s revenue (2025 est.).
They face FDA/HTA uncertainty and uneven reimbursement; development and validation costs are ~$30–60M per indication and time-to-market often 3–6 years.
As a strategic bet, success could add $200–800M in annual revenue by 2030; failure risks sunk costs and limited adoption.
- Low market share: <5% of revenue (2025 est.)
- Performance: AUC 0.78–0.92 in pilots
- Cost: $30–60M per indication
- Time-to-market: 3–6 years
- Upside: $200–800M annual potential by 2030
- Risks: regulatory, reimbursement, clinical adoption
International Growth Market Initiatives
New initiatives to enter emerging markets with tailored genomic tests target regions growing 12–18% CAGR (2021–25) where Myriad’s market share is under 5%, offering high revenue upside but low current share.
These moves need localized R&D, regulatory work, and distribution; pilot launches in India and Brazil in 2024 cost an estimated $20–40M each to scale.
Outcome is uncertain: adopt a wait-and-see stance or commit heavy capital—projected break-even 4–7 years if penetration hits 3–5% of addressable market.
- High-growth markets: 12–18% CAGR (2021–25)
- Current Myriad share: <5%
- Estimated pilot cost: $20–40M per country
- Breakeven horizon: 4–7 years at 3–5% penetration
Question Marks: $25–250M bets for sub‑5% share with $200–800M/yr upside by 2030
Question Marks: high-growth bets with <5% share (2025 est.) needing $25–250M each and 3–6 years to scale; upside per successful asset $200–800M/yr by 2030 but risks: regulatory, reimbursement, incumbents.
| Asset | Share | Capex ($M) | TTM (yrs) | Upside ($M/yr) |
|---|---|---|---|---|
| Liquid biopsy | <5% | 150–250 | 3–5 | 300–800 |
| MRD | <5% | 50–100 | 3–5 | 100–300 |