Impact of direct-to-consumer advertising for hereditary breast cancer testing on genetic services at a managed care organization: A naturally-occurring experiment

@article{Mouchawar2005ImpactOD,
  title={Impact of direct-to-consumer advertising for hereditary breast cancer testing on genetic services at a managed care organization: A naturally-occurring experiment},
  author={Judy Mouchawar and Sharon Hensley-Alford and Suzanne Laurion and Jennifer Ellis and Alanna Kulchak-Rahm and Melissa L. Finucane and Richard T. Meenan and Lisen Axell and Rebecca Pollack and Debra P Ritzwoller},
  journal={Genetics in Medicine},
  year={2005},
  volume={7},
  pages={191-197}
}
Purpose: To describe the impact of Myriad Genetics, Inc.'s direct-to-consumer advertising (DTC-ad) campaign on cancer genetic services within two Managed Care Organizations, Kaiser Permanente Colorado (KPCO), Denver, Colorado, where the ad campaign occurred, and Henry Ford Health System (HFHS), Detroit, Michigan, where there were no advertisements.Methods: The main outcome measures were the changes in number and pretest mutation probability of referrals approved for cancer genetic services at… CONTINUE READING