In this study a novel general approach is presented that allows for a straightforward design of receptor binding assays. This principle of a receptor binding assay is applied to the estrogen receptor, which is important in the management of breast cancer and for the estimation of the estrogenic potency of chemicals in the environment. The inhibitory concentrations to reduce cell proliferation in 50% of controls for 17-beta-estradiol, 4-hydroxy tamoxifen, and tamoxifen are determined to be 61 nM, 33 nM, and 17 muM, respectively. The measurement time of the nanoparticle based immunoassay format is 3 s. The Z' factor, which is calculated to be 0.89, reflects the excellent assay performance. (C) 2003 Wiley Periodicals, Inc.