It’s hard to believe that until recently, it was unheard of to see prescription drugs advertised in slick advertisements, encouraging viewers to ask their doctors if certain medications are right for them before lapsing into hurried lists of reported side effects. Then Digene took the cue of pharmaceutical companies and mounted a massive media campaign for its human papilloma virus (HPV) test, a move that was recently followed by Merck’s campaign for Gardasil, its new vaccine that can prevent some types of cervical cancer. Now the clinical laboratory is getting into the act—almost.

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February 2007 - Table of Contents

LIR February 2007 (full PDF issue)

Lab Industry Follows Pharma Into Direct-to-Consumer Marketing

Lab Execs Map Out Competitive Strategies

Sonic Deviates From Offshore Strategy, Acquires Remaining 18% of CPL

Horizon/LabCorp Deal Ousts Bio-Reference

RedPath Builds on a Convergence of Technology

New Congress to Influence Critical Laboratory, Pathology Issues

Cutting Out the Middle Man? Major Lab Players Target Patients in New Media Campaigns

Spectrum to Use Thomson’s MercuryMD Mobile EHR System

United Will Cover Oncotype DX Testing

Lab Stocks Rose 29% In 2006; Genomic Health Was Best Performer

FDA to Hold Meeting on IVDMIAs