« Return to News | R&D Trends

23andMe launches national TV campaign

Friday, August 9, 2013 12:55 PM

23andMe, a personal genetics company, has launched Portraits of Health, the company’s first television advertising campaign. The campaign focuses on educating consumers about how understanding their DNA can help them make more informed and proactive health decisions.

 The campaign will also build brand awareness for 23andMe. The campaign features people discussing their actual 23andMe results, visualized as graphics to help illustrate what they learned about their health by exploring their DNA.

The Portraits of Health television campaign will begin with a national buy, mostly through cable networks. The company expects to spend up to $5 million in 2013 with additional investment planned for 2014.

“Our goal with this campaign is to provide consumer education and raise awareness about the potential of personal genetics, while also establishing 23andMe as a recognized and trusted brand,” said Andy Page, company president. “23andMe pioneered direct-to-consumer genetic testing and our investment in advertising also represents a first-of-its-kind TV campaign that pioneers advertising for the direct-to-consumer genetic testing industry.”

In addition to hundreds of personalized reports about an individual’s genetic risk factors for various health conditions, the company also provides reports on how a person’s DNA influences his or her response to certain medications, physical traits and information about genetic ancestry.

Share:          
CLINICAL TRIAL RESOURCES

Search:

NEWS ONLINE ARCHIVE

Browse by:

CWWeekly

September 30

Novartis-Walgreens pilot study blurring the line between retail pharmacy, investigative site

CISCRP to launch traveling science museum exhibit to demystify clinical trial participation

Already a subscriber?
Log in to your digital subscription.

Subscribe to CWWeekly.

The CenterWatch Monthly

October

New growth and decline in Asia clinical trials
South Korea, Japan, China see big growth in 1572s, while India posts huge drop

Harnessing Big Data to transform clinical trials
From protocol to patient recruiting, data analytics can yield valuable insights

Already a subscriber?
Log in to your digital subscription.

Purchase the October issue.

Subscribe to
The CenterWatch Monthly.

The CenterWatch Monthly

September

Sponsors look to collaborate on comparator drugs
Co-therapies, comparators are in 60% of studies, cost $25m per company a year

Early adopters implement risk-based monitoring pilot programs
Experiments aim to offer long-term solutions, despite short-term uncertainties

Already a subscriber?
Log in to your digital subscription.

Purchase the September issue.

Subscribe to
The CenterWatch Monthly.

JobWatch centerwatch.com/jobwatch

Featured Jobs

More Jobs

 

Copyright © 1995-2013 CenterWatch.