CEO SUMMARY: Two pioneering advertising campaigns launched in September. Both Myriad Genetics and IMPATH targeted consumers with advertisements about diagnostic testing. In each case, the most vocal response to the advertising came from within the medical community. Within the pathology profession, IMPATH’s full-page advertisement in the New York Times Sunday Magazine was not well-received by […]
“Direct-to-Consumer” Ad Runs in New York Times
IMPATH’s first effort to reach consumers hits wrong chord with College of Am. Path.
- By Robert Michel
- > From the Volume IX No. 16 - November 18, 2002 Issue
- Tags: american pathology, Anatomic pathology, anatomic pathology services, biopsy, cap, college of american pathology, dark report, diagnostic lab, diagnostic laboratory, diagnostic laboratory testing, diagnostic testing, Diagnostic tests, genetic screening, lab test, lab tests, laboratory companies, laboratory test, laboratory testing, laboratory testing services, myriad genetic, myriad genetics, pathologists, pathology service, pathology services, the dark report
