PUBLIC HEALTH & EDUCATION | Myriad's Direct-to-Consumer Ad Campaign Increases Sales of Breast Cancer Gene Test
[Feb. 7, 2008]

Myriad Genetics recently announced that its direct-to-consumer advertising campaign has increased sales of its breast cancer genetic test and that the company is considering expanding the campaign, the Wall Street Journal reports. According to the Journal, sales of BRCAnalysis, which identifies the BRCA1 and BRCA2 genetic mutations, have increased by about 55% from $34.2 million to $53.1 million in its second quarter that ended Dec. 31, 2007.

The campaign has been criticized by some medical professionals who say the ads oversimplify the risks and benefits of the test. Connecticut Attorney General Richard Blumenthal (D) in September 2007 began investigating the accuracy of claims Myriad makes about the test in the ads (Chase, Wall Street Journal, 2/6). Blumenthal's office issued a subpoena for information about the ads, which were launched last year in Boston; Hartford, Conn.; New York City; and Providence, R.I.

According to Myriad, women with certain BRCA1 and BRCA2 mutations have a 56% to 87% risk of developing breast cancer and a 27% to 44% increased risk of developing ovarian cancer. Women in the general population have about a 7% risk of developing breast cancer and less than a 2% risk of developing ovarian cancer, the company says. BRCA mutations account for fewer than 10% of breast cancer cases, and about one in 400 women are living with the mutation.

Myriad's campaign, targeted toward women ages 25 to 55, includes television commercials, as well as magazine and radio advertisements, and carries the slogan, "Be ready against cancer." The commercial encourages women to contact their physicians for more information about the test or call its toll-free number. The test costs between $300 and $3,000, depending on the level of genetic sequencing performed. Most insurance companies will cover the cost for women who have a family history of breast cancer (Daily Women's Health Policy Report, 9/11/07). According to the company, the ads have helped double the time people on its Web site devote to pages on the tests for BRCA1 and BRCA2 genes (Wall Street Journal, 2/6).





The information contained in this publication reflects media coverage of women’s health issues and does not necessarily reflect the views of the National Partnership for Women & Families.

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