As customers press for lower cost and more efficient products, diagnostic companies have begun to do a host of collaborations, both within the diagnostic industry and with outside partners, including pharmaceutical companies. The collaborations also allow diagnostic companies to bundle their products with their bigger partners' sales and marketing efforts.

In osteoporosis, low cost testing means more widespread testing. More osteoporosis is discovered, and more drugs prescribed for treatment. Norland seeks to capitalize on the opportunity in low-cost testing.