Myriad Genetic Launches Direct-to-Consumer Advertising Of Breast Cancer Gene Test In Northeastern Cities

Myriad Genetic Laboratories with Monday begin a
direct-to-consumer flourish scrimmage contained by Boston;
Hartford, Conn.; New York City; and Providence, R.I., of its
genetic interview, BRCAnalysis, which identify the BRCA1 and
BRCA2 genetic mutation, the Wall Street Journal reports.

According to Myriad, women beside persuaded BRCA1 and BRCA2
mutations enjoy a 56% to 87% speculate of evolving breast cancer and a 27%
to 44% increased risk of developing ovarian cancer. Women in the
broad population have more or smaller quantity a 7% risk of
developing breast cancer and less than 2% risk of developing
ovarian cancer, the multinational say (Chase, Wall Street
Journal, 9/11).

BRCA mutations picture in favour of a smaller amount than 10% of
breast cancer cases, and about one in 400 women be watchful with
the mutation, the New York Times reports.

Myriad's campaign include television commercial, and magazine and
radio advertisement and carry the header, "Be prepared hostile
cancer." The campaign be programmed to closing six months and is
targeted toward women ages 25 to 55, according to the Times.
Myriad in delayed 2002 and precipitate 2003 run the commercials
in a five-month test in Denver and Atlanta. According to the
company, immediate be 38 times more chime to Myriad's toll at
large amount and 30% more women tested in those city, compare
with head cities.

The commercial raise your spirits women to introduction their
physician for more statistics about the test or call its
toll-free figure (Pollack, New York Times, 9/11). It features six
women cliche "breast cancer tide in my family" and vow to "be
ready against cancer" by taking the test. Myriad hope to extend
the campaign general, the Journal reports.

The test costs involving $300 and $3,000, depending on the smooth
of genetic sequencing perform. According to the Journal,
furthermost underwrite company will coat the oral cavity for
women who have a household what turn back of breast cancer.

Most patients will answer back to unadventurous treatment;
allergy treatment if they are allergic, intranasal
corticosteroids for most patients, and saline nasal irrigation in
some cases.

Connecticut Attorney General Richard Blumenthal (D) lately said
his department is delve into the correctness of claim Myriad
trademark about the test in the ad, as well as aspect a subpoena
for information about the ads. Blumenthal said his office have
received dissent from office caregivers, clinicians and
scientists who discern the test has a "very soaring forthcoming
for misinterpretation and overreaction." Gregory Critchfield,
president of Myriad, said the company is "cooperating fully" with
Connecticut official (Wall Street Journal, 9/11).

According to the Times, whichever critic of the campaign have
said that advertising the "complex" screening test to the general
population may perhaps manufacture "unnecessary anxiety"
and permanent competent to its overuse. Some expert also are
bothered that there might not be ample habituated genetic
counselors to jiggle with the increased logo that could bully the
campaign (New York Times, 9/11). "Marketing has the size to
convey to the fore laypeople notice -- a straightforward foyer,"
Alan Guttmacher, deputy regulator of the National Human Genome
Research Institute, said. Guttmacher added, nevertheless, that
"with BRCA1 and 2, associates can go and get diffident test
grades. What accomplish you do with that information?"
Critchfield said the company ballpark figure that individual
about 3% of women with the mutations have be identified, adding
equally that it is "important to find these individuals because
there are arbitration that can confound their risk" (Wall Street
Journal, 9/11). According to Myriad, about 200,000 women have
received the test since 1996 and there is a want for more
comprehensive carrying out tests. Women who are found to have the
mutations can soften their cancer risk by taking
cancer-prevention drugs, human being screen more repeatedly, or
have their breasts or ovaries removed (New York Times, 9/11).

Reprinted with liberal sanction from You can spectacle the
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or torrent spellbound for email conferral at
/dailyreports/healthpolicy. The Kaiser
Daily Health Policy Report is published for kaisernetwork.org, a
free resource of The Henry J. Kaiser Family Foundation 2005
Advisory Board Company and Kaiser Family Foundation. All rights
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