Polls Closed, Myriad Tallies Up and We await Navigenics!

First I would like to thank everyone who voted on this very non-scientific poll. I extended the voting over a month, thousands of visitors later, we have our results.

What Personal Genomics Company is most Likely to be sued 1st?

23 and Me - 70%

Navigenics - 15%

DeCode - 10%

Knome - 3%

You may be saying "Hey That's Only 98%" I say, "exactly" That's why it's not scientific. For all who may be reading, including my daily friends from Mountain View (that's right, everday)
Who exactly will be doing the suing? Maybe an Attorney General? If you are Myriad then that is the case. I prevously posted about this dangerous predicament these genomic companies could be in and the reposted last week about it.

As for Myriad, expect more BRACAnalysis ads to be coming. The WSJ reports that the Myriad ad campaign in the NY metro/NE area has increased sales of their test. from medical news today:

According to the Journal, sales of BRCAnalysis, which identifies the BRCA1 and BRCA2 genetic mutations, have increased by about 55% from $34.2 million to $53.1 million in its second quarter that ended Dec. 31, 2007.

Does this mean more patients at risk are getting identified? Most Definitely. Does this mean that their opponents are saying that more people are getting tested inappropriately? Most definitely. How did this campaign succeed where the one in 2003 fizzled? Primary Care Providers including OB/Gyns. Ask your local rep how many more tests came through these avenues and I think you will be surprised.

Now back to the wait. Navigenics is slated to open early this year. With GenomeBoy receiving an invite to the ball, I am certain to see this launch very soon. Will they follow Myriad's suit? I imagine a 3 million dollar ad campaign would work very nicely in the tri-state area. But then we have to warn them of the DTC testing laws in these states. Lest they end up like Myriad.

I guess anyone can file a suit these days. So here's a word to the Genomics Companies....."Be prepared".

As for the other companies not so well capitalized....."Be Afraid"

The Sherpa Says:
If I had a law degree, like the millions of lawyers out there who can do this work for free. I would bone up on genetics legal precedent, corporate protections and genetic discrimination. If you think a certain ex-candidate for president made a bundle suing OB/Gyns, you haven't seen the beginning of the legal fortune to be made in genomics.

Just saw the BRACanalysis Ad on ABC 7

First off, please vote on my site. "How Much Would You Pay For Your Genome!

For those of you who live in the Greater New York Metropolitan Area. You are in for a treat! I just saw the confusing, puzzle like ad for BRACanalysis (The BRCA tests by Myriad)

Do you remember those tile shifting puzzles where you have to move all the pieces the right way to get a clear picture. This is actually a perfect metaphor for this ad. It shows women of every race and age all in blocks. The boxes look exactly like the aforementioned puzzle.

Each woman says a different thing and they all blend together. From "My mother has breast cancer" to "my father's sister has breast cancer" they make it seem that all breast cancer can be detected by this test. The commercial states BRACanalysis B. R. A. C. "Be Ready Against Cancer" Too bad they don't give their aunt's age, and no one says "everyone in my family has breast cancer" This ad portrays sporadic breast cancer as an indication for BRCA screening.

This paper describes the past ad campaign. My gut says this is the same as before. Guerrilla marketing does state that you do have to be consistent and have commitment to be successful. SO IF AT FIRST YOU DON"T SUCCEED.......

This type of advertising creates an opt-in, directing you to the website BRACnow which is actually a pretty useful site. The problem I have is when you are searching for a provider. They list several physicians who have not had cancer genetics training. Which is ok.....if you have a NEGATIVE test. But what if you have a Variant? Also my question is....... why are there so few genetics providers in the Tri-State Area? I know my group at Helix Health of Connecticut can do these services, but where are the other providers?????

The Sherpa Says: Here it comes New York.....I hope you are ready. Too bad most NYC genetics providers are booked for 6 months in advance......