Simulation of Consumer Trends in Direct-to-Consumer (DTC) Genetic Testing

Abstract

Despite the rapidly decreasing cost and increase in the range of direct-to-consumer (DTC) genetic testing services, uptake and utilization have been slow compared with similar technologies. In this paper, we examine the potential consumer trends of DTC genetic testing using the Theory of Diffusion of Innovation and the Bass Model to simulate consumer purchasing trends with respect to internal and external influences such as word-of-mouth dissemination and regulatory trends. By simulating these influences on the adoption of DTC genetic testing in the consumer market, stakeholders will be better able to evaluate the need for changes in policy and influences in consumer demand for DTC genetic testing products.

KEYWORDS:

• Consumer health
• genetic testing
• internet
• models
• simulation

Acknowledgments

The authors would like to thank Ms. Emily Petro for her editorial assistance and preparation of the manuscript.

Additional information

Notes on contributors

Nicole Germino

Nicole Germino, MPH ([email protected]) Research Assistant in the Genomics and Decision Sciences Laboratory, 1 Boston University, Department of Health Sciences, Sargent College of Health and Rehabilitation Sciences, 635 Commonwealth Ave., Boston, MA 02216. Kee Chan, PhD ([email protected]) is Director of the Genomics and Decision Sciences Laboratory and Assistant Professor, 1 Boston University, Sargent College of Health and Rehabilitation Sciences, Department of Health Sciences, 635 Commonwealth Ave., Boston, MA 02215, and 2 Boston University, School of Public Health, Department of Epidemiology, 715 Albany Street, Boston, MA 02118.