Ad Campaign Concerns Some Cancer Experts
Myriad Genetic Laboratories, Inc (NASDAQ: MYGN) recently launched an advertising campaign that’s generating debate among cancer professionals.
The campaign includes television, radio and magazine ads promoting a genetic testing product, BRACAnalysis®, which is designed to detect mutations in the BRCA1 and BRCA2 genes. These inherited mutations have been shown to significantly increase the risk of getting breast cancer.
Those in the medical community have mixed reactions to the ads. While some applaud the commercials for heightening awareness about breast cancer risk factors, others are concerned that the marketing message will generate unnecessary testing or worry for women who aren’t at high risk for the disease. As three experts representing different viewpoints elaborated,
“Anything that gets patients more aware of their family history and of the options available is a good thing.”
Dr Kevin Hughes
Co-Director, Breast & Ovarian Cancer Genetics & Risk Assessment Program
Massachusetts General Hospital
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“I’m afraid the commercials will cause a lot of demand for the test. People who actually have a very low likelihood of having a mutation will be requesting the test.”Dr Stephanie Hines
Multidisciplinary Breast Clinic and Breast Cancer Program
Mayo Clinic, Jacksonville
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“The BRACAnalysis Awareness Campaign is designed to raise public awareness so that women with mutations with BRCA1 or BRCA2 can avail themselves to technologies that are potentially lifesaving.”Dr Gregory Critchfield
President, Myriad Genetic Laboratories, Inc.
The test costs over $3,000 and must be ordered by a doctor. Since genetic test results are often more difficult to interpret than routine blood tests, patients interested in obtaining this type of screening are encouraged to seek out healthcare professionals who have special training in the field.
Source: ABC News
Related Links: Forbes.com; genetests.org; The NY Times; commercialalert.org
Related Audio: Adventures in Genetic Testing on Weekend America from American Public Media
Tags: Salt Lake City; Utah; genetic counseling; prevention
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