In the coming months, DeCode Genetics plans to intensify its strategy of marketing its tests to US doctors, a demographic the Icelandic company believes will be the bread and butter of its diagnostics business.
 
Presenting the company’s research and development efforts to investors last week, DeCode officials explained that the company will employ an amalgam of commercialization strategies rather than focus on a single marketing approach, specifically direct-to-consumer advertising.
 

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