Diagnostic Testing & Technology Report

Myriad Genetics (Salt Lake City) announced on May 6 that it will expand its direct-to-consumer (DTC) marketing campaign for BRACAnalysis, its flagship genetic test for hereditary breast and ovarian cancer. The first campaign debuted last September in the northeastern United States at an estimated cost to Myriad of $8 million and concluded in March of 2008. A second campaign of approximately the same size and cost will be held in the southern region of the country, primarily Texas and Florida, which Myriad says represents 18 percent of the U.S. market for BRACAnalysis, compared with 12 percent for the northeast region.