Economics
‘App Store for DNA’ Fizzles as Health Startup Shifts Strategy
- Helix’s plan for consumer DNA hub gives way to partnerships
- Color Genomics is now more focused on primary medical care
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Genetic-testing startups are finding that selling consumers insights on their risk of getting cancer may not be as easy as telling them about their Irish roots.
23andMe Inc. and Ancestry.com LLC have capitalized on the public’s insatiable appetite for discovering their family trees. However, consumers have balked at paying other companies for health analysis of their DNA. Some testing firms are finding it works better when health-care providers are more directly involved. That way patients are better able to understand test results and integrate them into their care.