The percentage of oestrogen receptor (ER) positive cells in a series of 118 breast cancers has been examined by immunohistochemistry in relation to patients' response to endocrine therapy. Positive and negative predictive values have been used to calculate appropriate cut-off points. The rate of response to treatment was significantly higher in women with receptor positive tumours, especially where the tumours contained more than 70% positive cells. Tumours that were apparently negative for ER expression rarely responded to endocrine therapy. The hormone sensitivity of ER positive breast cancer was also influenced by the rate of tumour cell proliferation, with tumours expressing high levels of Ki67 immunostaining rarely responding to therapy.