Who wants personal genomics? The commercial development of DTC genetic testing and the problem of creation new markets for novel technologies

It is widely assumed that a major driver of personal genomics will be the products and services being developed by the commercial sector, with companies largely bypassing professional control to offer genetic tests direct to the consumer (DTC). However, if this is to succeed a number of things must be achieved. Firstly, a viable industry based on sustainable business models must be established. Secondly, this will require the creation of a significant market based on consumer demand for DTC genetic tests. Thirdly, this in turn will critically depend on a permissive regulatory environment and some level of support from the medical profession. This talk will present data on the DTC genetic testing industry, the types of firms involved, their main strategies, products and services, and the types of future applications, markets and end users they are anticipating. The key challenges facing the DTC industry in terms of achieving sustainability and legitimacy will be highlighted. Drawing on previous work on the translation of emerging biotechnologies and key ideas from medial sociology it will be argued that the greatest obstacle to this vision of personal genomics will be the enrolment of consumers and the creation of a sizable market. In conclusion, some reflections will be offered about the prospects for DTC genetic testing and the key policy challenges that need to be addressed.