New Competition Enters the Market for DNA Testing

By: Heather Hajek
Published: Friday, 17 July 2009

While DNA testing as a service direct-to-the-customer was introduced to the market a few years ago, until now there had only been three companies to venture into the market. Now, there is fresh competition with Pathway Genomics Corp. entering the market this week, poised and ready with competitive pricing.

Genomics enters the market ready to take their portion, with lower fees, more in depth testing, faster service and security. The company is located in San Diego California with its own laboratory and certification from both state and federal agencies. CEO Jim Plante, an engineer and entrepreneur, founded it. The scientific team of science experts is lead by David Becker, probably best known for his role in the identifying of genes that seem to influence the risk for Alzheimer’s disease. Becker said, “We believe that through genetics you can learn about yourself and take actions to improve your health and reduce your risk.” Which may be the key reason many customers seek DNA testing.

Genomics plans to offer their DNA services for only a fraction of the cost of some of its competitors. According to the company, their able to keep the price low and quality of service high, with their in-house lab. The founder of Pathway Genomics said, “Our goal is to keep a low cost and make this test available to anyone.” The company enters a market of healthy competition, including 23andMe, Navigenics, and Decode Genetics. The company plans to offer genetic results for over 90 disease traits, surpassing to leader 23andMe’s offerings, while also evaluating DNA risk factors of several medications, which could potentially cause side effects or neutralize effectiveness. They offer extensive analysis of an individuals DNA for risks of diabetes, Alzheimer’s and several other serious diseases along with ancestry tracing, counseling, education and networking, through their website.

The company has developed a saliva kit, allowing them to collect their customers DNA. Customers will receive their saliva kits through the mail and according to Plante, will then need to “spit in a tube, screw the cap on and drop the tube in a return envelope.” The company will also collect information in regards to family history, to be integrated into the risk factors. They claim to potential trace family ancestry back 150,000 years.

The company differs from its competition through several aspects, such as pricing. Pathway plans to offer ancestry testing for $199 and health markers for only $249, but customers can save on the total package for $348. The company closest in pricing is 23andMe who offers their FullEdition for $399. 23andMe also offers a service known as “research revolution” to clients agreeing to participate in research studies for a condition they suffer with, such as migraines, psoriasis, epilepsy, and several others for $99. DeCodeme’s service is offered at $985 while Navigenics is still the most expensive even after a recent discount at $999.

Genetic testing interests continue to gain steam. In just a few years, costs of genetic testing has dropped from thousands of dollars to just a few hundred dollars and the more competition entering the market the more moves all the players will need to make, to stay competitive. Prices for genetic testing may be reasonable to the average consumer sooner than later, with the growing competition. Pathway Genomics is still working to finalize all the specifics in regards to how they will analyze their data and deal with the uncovered information, but plans to release more information in the coming weeks.


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