Genetic Test for Celiac Disease Is Marketed Directly to Consumers Via Internet
Prometheus Laboratories targets millions of individuals with undiagnosed celiac disease
Direct-to-consumer (DTC) testing for celiac disease is now a reality. One company is now marketing a saliva-based genetic test that allows a patient to request, administer, and check the results of the test without leaving his or her home!
The market for this test is substantial. According to the National Digestive Diseases Clearinghouse’s web site, more than two million people in the United States have the disease, or about one in 133 people. A significant number of these individuals are undiagnosed or misdiagnosed celiac victims, which is why a DTC test may prove to be a marketplace winner.
