Genomics are coming! Are we ready?

Implications: Myriad Genetics Inc. went directly to the patients who then were tested whether the tests were indicated or paid for by insurers or out of their own pockets. If patients have "medical savings accts" as suggested by various political candidates, right or wrong patients will want it with this kind of advertising pressure.

Analysis: This is again the tip of an iceberg. Any one that even thinks they have a family history of a malignancy will want testing for them and their children. Insurers will most likely NOT pay for testing but there is enough cancer paranoia out there that genetic testing will grow whether indicated, reimbursed or not.

In the past I have pointed out that genomic's time has come. The science is there and the patients are motivated. What more does the investment community need to know?