Writing in the December issue of Obstetrics& Gynecology, Dr. Erin Tracy said DTC ads for genetic tests are virtuallyunregulated and tests are costly and oft-misunderstood by consumers. Referringto the BracAnalysis ad campaign by Myriad Genetics, Tracy said: “Some patientswith no risk factors for breast cancer come in and request the test for BRCA-1and BRCA-2 mutations. The ads are compelling and they’re emotionally driven. Iend up spending time discussing why a particular test being advertised is notappropriate when I should be addressing important issues such as eating ahealthy diet or smoking cessation.”
From the January 01, 2008 Issue of MM+M - Medical Marketing and Media
