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• Direct to confusion: lessons learned from marketing BRCA testing 

  Matloff, Ellen; Caplan, Arthur (2008-06)

  Myriad Genetics holds a patent on testing for the hereditary breast and ovarian cancer genes, BRCA1 and BRCA2, and therefore has a forced monopoly on this critical genetic test. Myriad launched a Direct-to-Consumer (DTC) ...