Monday, September 22, 2008

Direct to Confusion: Lessons Learned from Marketing BRCA Testing

Authors: Ellen Matloff, Yale Cancer Center and Arthur Caplan, University of Pennsylvania

Myriad Genetics holds a patent on testing for the hereditary breast and ovarian cancer genes, BRCA1 and BRCA2, and therefore has a forced monopoly on this critical genetic test. Myriad launched a Direct-to-Consumer (DTC) marketing campaign in the Northeast United States in September 2007 and plans to expand that campaign to Florida and Texas in 2008. The ethics of Myriad's patent, forced monopoly and DTC campaign will be reviewed, as well as the impact of this situation on patient access and care, physician liability, and the future of DTC campaigns for genetic testing.

For the full article please click on the above light blue link or visit the June 2008 issue of The American Journal of Bioethics at: