As Genetic Testing Grows, Will Direct-to-Consumer Companies Fly or Fly by Night? | GenomeWeb

As pharmacogenomic testing slowly enters clinical practice, direct-to-consumer marketing and selling may offer molecular diagnostics companies a clever way to help their products gain traction in the market.

One of the most familiar obstacles to the widespread acceptance of molecular diagnostics is physician education, a barrier that companies try to overcome either by direct education or physician-targeted advertising.

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