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Textbook Marketing Fuels Demand for BRCA Test

Direct-to-consumer advertising is one tool Myriad uses to drive sales of cancer risk testing

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 …

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