Schwitzer health news blog

Genetic tests marketed to consumers

Shari Roan of the Los Angeles Times reports on another new aspect to direct-to-consumer health marketing.

"Without even trying, consumers may soon hear more about genetic tests for breast cancer.

After quietly offering the test for a decade, the primary supplier of the service, Myriad Genetics, has launched a direct-to-consumer advertising campaign. The test still requires a doctor's order, but the campaign is intended to urge people to talk to their doctors about their risk, the company said. Another company, DNA Direct, has been offering the test directly to consumers for several years, via a website. DNA Direct's test does not require a doctor's order, but the company encourages consumers to discuss the test with their doctors.

Some health professionals worry that people who aren't at high risk for breast or ovarian cancer will overreact to the advertisements and think they should get the test. The test isn't meant for the general population, only for families who have reason to suspect they are at high risk. It's also expensive and usually only covered by insurance if there is a family history of cancer.

Others worry that consumers ordering the test online or asking their doctors for a lab order will bypass a discussion with a doctor or genetic counselor about what the test entails and how to interpret the results."