Case Study Analysis and Solutions

Case ID: 514086

Abstract:
Case Solution & Analysis for 23andMe: Genetic Testing For Consumers (A) by John A. Quelch, Margaret Rodriguez
On November 22, 2013, the direct-to-consumer genetic testing provider, 23andMe, received a letter from the U.S. Food and Drug Administration (FDA) ordering the company to halt the sale and promotion of its genetic testing kit. The FDA stated that the product was marketed as a diagnostic and preventative tool and that it was subject to the agency's regulations for medical devices. Company co-founder Anne Wojcicki and chairman Andy Page carefully considered the potential impact of the FDA's letter on 23andMe's position in the industry and the sustainability of its operations.

Keywords:
Health, Marketing, Product introduction, Strategy, 23andMe Genetic Testing For Consumers (A) Case Solution

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