Myriad Genetics' direct-to-consumer advertising for its breast-cancer-gene test generated a 55% increase in sales, and the company plans to broaden the ads' distribution later this year. Myriad said the test, which identifies BRCA1 and BRCA2 mutations, could help women live longer and healthier lives. Some critics, however, say the campaign may prompt women to take the test without seeking proper medical advice.

Related Summaries