Case | HBS Case Collection | January 2014 (Revised March 2014)

Cancer Screening in Japan: Market Research and Segmentation

by John A. Quelch and Margaret L. Rodriguez


Since founding CancerScan in 2008, Jun Fukuyoshi and Yoshiki Ishikawa had helped to improve cancer screening rates in Japan. Between 2005 and 2007, awareness of breast cancer in Japan rose from 55% to 70%, but the incidence of breast cancer screenings remained constant. Jun and Yoshiki applied marketing research techniques to increase the screening rate for breast cancer, a disease which killed over 12,000 Japanese women in 2011. Cancer screening initiatives accounted for 60% of the company's 2013 sales of $2.5 million.

Keywords: cancer; Public Health Projects; Japan; Japan;


Quelch, John A., and Margaret L. Rodriguez. "Cancer Screening in Japan: Market Research and Segmentation." Harvard Business School Case 514-057, January 2014. (Revised March 2014.)