title: Direct to confusion: lessons learned from marketing BRCA testing.
abstract: 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.
authors: Yale Cancer Center, 55 Church Street, Suite 402, New Haven, CT 06520, USA. ellen.matloff@yale.edu
authors: Ellen
authors: E
authors: Matloff
authors: Arthur
authors: A
authors: Caplan
mesh_terms: D001709:Biotechnology / Q000941:ethics*; D001943:Breast Neoplasms / Q000235:genetics / Q000517:prevention & control*; D005260:Female; D019398:Genes, BRCA1; D024522:Genes, BRCA2; D005817:Genetic Counseling / Q000941:ethics; D020022:Genetic Predisposition to Disease; D005820:Genetic Testing / Q000191:economics / Q000941:ethics*; D006297:Health Services Accessibility; D006801:Humans; D016365:Liability, Legal; D008389:Marketing of Health Services / Q000941:ethics*; D010051:Ovarian Neoplasms / Q000235:genetics / Q000517:prevention & control*; D010330:Patents as Topic / Q000941:ethics; D017149:Private Sector / Q000941:ethics*; D011634:Public Health / Q000941:ethics; D040241:Social Marketing / Q000941:ethics*; D014481:United States