CEO SUMMARY: In today’s lab testing marketplace, the hot ticket is to introduce a proprietary or patent-protected molecular test for cancer. The sales and marketing model inspiring many of these new lab testing companies is that used by Myriad Genetics, Inc. since it introduced its BRACAnalysis test for breast cancer back in 1996. A new […]
Textbook Marketing Fuels Demand for BRCA Test
Direct-to-consumer advertising is one tool Myriad uses to drive sales of cancer risk testing
- By Robert Michel
- > From the Volume XVI No. 13 - September 21, 2009 Issue
- Tags: aco, Anatomic pathology, brca test, cap, Diagnostic tests, genetic test, genetic tests, hie, lab administrator, lab executive, lab manager, lab managers, lab test, lab testing, lab testing companies, lab testing services, laboratory association, laboratory industry, laboratory test, laboratory testing, laboratory tests, managed care, managed care plan, managed care plans, myriad genetic, myriad genetics, pathologists, pathology companies, Pathology group, pathology groups, test for breast cancer, test for cancer, the laboratory
