CellBxHealth’s CEO Peter Collins has explained plans to restructure the company following its rebrand from ANGLE in October.
The company had struggled with sinking profits and evaporating investor confidence, causing the company’s share values to plummet by nearly 90% throughout 2025. These troubles were primarily due to its revenue projection misses, as well as widening losses and customer delays associated with “challenging external conditions”.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Collins has told Medical Device Network that he plans to shift the company’s primary focus as a business. This will predominantly involve pivoting towards a commercialisation-first strategy, which differs significantly from ANGLE’s prior focus on research.
Through this initiative, the company hopes to team up with strategic partner labs, as well as mainstream immunohistochemistry or in situ hybridisation providers, to offer its services – helping companies build on their in-house capabilities while derisking CellBx’s path to a consistent revenue stream.
Collins said: “The best way to generate clinical utility for a circulating tumour cell (CTC) diagnostic is in a drug trial, which can be challenging to initiate for a company of our size.
“This is why we’re looking to partner with companies that have established workflows, so they can perform such trials and we still get recognised, as the consumables are at the core of that study.”
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataWhen forging relationships, Collins noted that CellBxHealth would seek out partners that understand how the US development and reimbursement system works.
He commented: “We want to enable clinical laboratories that know what they’re doing; we don’t need to be drivers of the process.”
By taking more of a backseat in in-house development, instead focusing on collaborating with key partners, Collins believes that the company’s services will better allow its clients to “get more from the platforms they’ve got in-house while driving business into their laboratories”.
The potential of CTC diagnostics in oncology
While oncology’s therapeutic landscape has progressed significantly in the last couple of decades, Collins noted that there are still significant gaps in diagnostics. Some of these revolve around the use of circulating tumour DNA (ctDNA) and liquid biopsy tests.
“To some extent, I believe we have reached the end of the road on how much you can do with ctDNA and liquid biopsy. There are also challenges associated with the sensitivity and performance of these tools,” Collins commented.
This means that patients with late-stage disease who are ineligible for a biopsy are left with limited diagnostic options.
However, Collins believes that some of these unmet needs can be met by CTC diagnostics, which can help isolate these cells from a blood sample to determine the individual benefit a patient may attain from the wide pool of available cancer therapies.
According to Selena Yu, senior medical analyst at GlobalData, CTC tests are less widely implemented in clinical trials and practice compared with ctDNA, meaning players in this space are potentially exposed to less competition.
For CellBx’s technology to have a positive impact on the market, Collins noted that the company will need to get the technology into the hands of people who are “making a difference from a clinical utility or drug development perspective”, which could help the company separate itself from the growing competition in this sector.
