A fractal analysis is presented for cellular analyte-receptor binding kinetics utilizing biosensors, Data taken from the literature can be modeled by using (a) a single-fractal analysis and (b) a single-and a dual-fractal analysis. Case (b) represents a change in the binding mechanism as the reaction progresses on the biosensor surface. Relationships are presented for the binding rate coefficient(s) as a function:of the fractal dimension for the single-fractal analysis examples, In general, the binding rate coefficient is rather sensitive to the degree of heterogeneity that exists on the biosensor surface. For example, for the binding of mutagenized and back-mutagenized forms of peptide E1037 in solution to salivary agglutinin immobilized on a sensor chip, the order of dependence of the binding rate coefficient, ii, on the fractal dimension, Df, is 13.2. It is of interest to note that examples are presented where the binding coefficient (k) exhibits an increase as the fractal dimension (Df) or the degree of heterogeneity increases on the surface. The predictive relationships presented provide further physical insights into the binding reactions occurring on the surface. These should assist us in understanding the cellular binding reaction occurring on surfaces, even though the analysis presented is for the cases where the cellular "receptor" is actually immobilized on a biosensor or other surface. The analysis suggests possible modulations of cell surfaces in desired directions to help manipulate the binding rate coefficients (or affinities). In general, the technique presented is applicable for the most part to other reactions occurring on different types of biosensors or other surfaces.