Studies on the potential of the K-ras gene for personalized medicine could help doctors determine which cancer drugs will most likely benefit patients, but they also threaten to shrink the market size for such treatments, some drugmakers and scientists said. Companies are acknowledging that a smaller market for some treatments in exchange for improved patient outcomes will produce good results. "It will be a better approach, and I think everyone is going to be adopting it," said Pfizer's head of oncology development.

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