In the United States, the integration of cell viability assays into "Functional Precision Medicine" is revolutionizing cancer treatment. Specialized diagnostic labs are now using these assays to perform "Ex Vivo" drug sensitivity screening, where a patient’s own tumor cells are harvested and exposed to a panel of chemotherapy agents and targeted therapies. By measuring the viability of the tumor cells in response to these drugs, oncologists can identify the most effective treatment regimen for that specific individual, minimizing the "trial-and-error" approach to cancer care. This personalized strategy is particularly gaining traction in US comprehensive cancer centers for treating refractory or rare malignancies.

Research within the US Cell Viability Assays Market highlights the importance of "Fluorometric" and "Luminometric" assays in these clinical applications due to their high signal-to-noise ratios. The market is also benefiting from the development of portable, user-friendly assay platforms that can be used in "Point-of-Care" or hospital settings. As American healthcare moves toward a value-based model, the ability of viability assays to predict drug response and reduce the administration of ineffective, toxic treatments is aligning with the goals of both payers and providers. This clinical evolution is driving the demand for "IVD-grade" (In Vitro Diagnostic) assay kits that meet strict US regulatory standards.