A quick perusal of the posts so far highlights the differences in attitude between Navigenics and its peppier rival, 23andMe: while the long-running 23andMe blog, The Spittoon, conveys a real sense of a group of bright people who enjoy sharing advances in genetics with the public, the Navigator so far feels more sober, careful and considered.
This fits with the differing target audiences of the two companies: whereas 23andMe has the right mix of technical information and bright colours to draw in the young Wired crowd, Navigenics has marked itself from the start as being a serious company providing serious health-centred information to busy, serious people who don't have time to learn what a SNP is, and certainly are far too busy and serious to worry about frivolous things like genes for eye colour. 23andMe's blog is thus much more relevant to the company's target audience than Navigenics' (in fact I'm unsure whether the Navigenics target customer even knows what a blog is).
I do note that Navigenics chose to comment on the recent regulatory scuffle in California on their blog, a topic on which the Spittoon has been unexpectedly silent so far - so perhaps their blog will be used as an official communication channel as well as a means of drawing attention to new SNPs being added to Navigenics' serious list of Diseases They Think You Need To Know About.
Anyway, I won't be too harsh given that the blog has only just launched - anyone following the industry will probably want to subscribe, or at least drop by occasionally.
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DISCOVER MAGAZINE REPORTER REVEALS HER GENES; BOONSRI DICKINSON UNCOVERS THE TRUTH ABOUT THE NEW DNA TESTING INDUSTRY
DISCOVER MAGAZINE REPORTER REVEALS HER GENES
BOONSRI DICKINSON UNCOVERS THE TRUTH ABOUT THE NEW DNA TESTING INDUSTRY: MEDICAL BREAKTHROUGH OR SCAM? NEW YORK, NY, September 2008 ---- DISCOVER magazine reporter Boonsri Dickinson confronts one of the most controversial topics in medicine — retail DNA tests — by taking the tests herself. In “Inside Out: A DNA Diary,” Dickinson writes about her experience with three leading DNA testing companies: Navigenics, 23andMe, and deCODEme.
Dickinson’s deeply personal expose may make you think twice before you get your DNA tested. The novel DNA tests are touted as the next great thing for healthcare, promising to deliver a detailed forecast about your risks for developing common diseases, right to your inbox. But the industry isn’t regulated, it is uncertain if insurance companies will discriminate against people whose DNA profiles reveal certain risks, and critics warn the
tests aren’t ready for prime time. Still, these companies are marketing their tests online for $985 to $2,500.
When Dickinson compared her results from each test, she found out some of the findings didn’t match up. For example, two tests told her she has a high risk for developing Crohn’s disease, but one told her she didn’t. To further complicate things, Dickinson is half Asian and half European. Results are less reliable for people of mixed ethnicity because the companies compare client’s profiles with published genetic data, which are
gathered mostly from European populations. The DNA tests Dickinson took are different from the widely used genetic tests given in hospitals, such as the breast cancer gene test a woman can request if she has a family history of the disease.
“If direct-to-consumer DNA can ever be as useful, people can look at their risks and monitor their lifestyle and diet. Genetic tests will continue to play a role in healthcare. It’s just a matter of time before they can be used like cholesterol tests,” says Dickinson. “For now, though, I’d think people who decide to take the DNA tests should know that they’re signing up for a psychic reading of the body.”
Dickinson has appeared on several radio shows, including Doctor Radio with Dr. Roshini Rajapaksa and New Hampshire Public Radio’s Word of Mouth with Virginia Prescott.
About DISCOVER
DISCOVER poses essential questions and tackles highly topical, sometimes controversial issues on the cutting edge of science, technology and the future. The magazine’s mandate is to unlock the mysteries of science in a way that reveals its wonder and captures the
imagination of its readers. Every month, DISCOVER features the groundbreaking innovators and seminal thought leaders in science and technology who are shaping tomorrow’s world today. DISCOVER is published by DISCOVER Media LLC.
DISCOVER is online at DISCOVERmagazine.com
To arrange an interview with Boonsri Dickinson:
Media Contact:
Tricia Gately, Marketing Director,
212-624-4799, tgately@discovermagazine.com
About Boonsri:
Boonsri Dickinson is a science journalist based in New York City. After graduating with a master’s degree in Chemical Engineering from the University of Colorado at Boulder, Dickinson flew to New York City to work for Discover Magazine. Her cover story on DNA testing in Discover magazine is on newsstands now. Boonsri uncovers the truth about the new DNA testing industry, confronting one of the most controversial topics in medicine by taking the retail DNA tests herself. She sent a DNA sample to three testing companies, looking for a glimpse into her future and found out some of the results didn’t match up. If you need someone to talk to about the experience of DNA testing, Boonsri is available to talk and can be reached at (212) 624-4812.
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