PROMOTION
DNA BUSINESS: TRAPS AND TIPS
Professor Elena Baranova, founder of BARANOVA MONACO® and President of the EU Institute of Personalised Prevention® & Health (Monaco) shares her secrets on DNA business
What are the major DNA world trends of the 21st century? DNA is part of everyday life, from genetic testing to DNA computer games. However, the main DNA trend in medicine right now is contradiction. There is a real gulf
between highly sophisticated
PROFESSOR ELENA BARANOVA, MD, PHD, EU Commission Expert for Genomics for Health & Personalised Medicine, founder of BARANOVA MONACO®, President of EU Institute of Personalised Prevention® & Health (Monaco); leader in preventive genomics and personalized medicine
contact:
baranovamonaco.com BARANOVA MONACO “Haute Couture” Prevention 29, rue du Portier 98000, MC, Monaco tel:+377 97 98 04 66
biotechnological methods for gene/SNP detection and extremely low-quality genetic result interpretations for prevention purposes with regard to the person and recommendations given. Furthermore, on the one hand we can see big progress in personalised medicine development based on epigenomics. In this regard, the world personalised medicine market has a 20% growth rate year-on-year, according to a recent EU Commission Personalised Medicine expert panel, within which I have the honour to participate. On the other hand, less than 9% of all genetic services in the world are able to provide personalised DNA reports (according to NuGO; Nutrigenomics Organisation). Owing to the lack of qualified specialists and novelty of the subject, there is much speculation with regard to genetic data, particularly genetic test result interpretation for anti-ageing and prevention. Modern genetics can be compared with nuclear energy: it can be either very helpful or extremely harmful. Interestingly, nobody pretends to be a
specialist in nuclear physics; however, it is surprising how easily genetic information is manipulated, representing a dangerous social phenomenon.
“The approach of BARANOVA
MONACO® is an holistic and highly
personalised epigenomic method, which analyses also gene–gene and environment– gene
interactions. ”
What are the consequences of this? The consequences are dramatic for patients owing to the often misleading and inadequate recommendations given. I often see such patients after they have had their genetic profile assessed elsewhere, and been totally disappointed by unreliable hyperdiagnostics as a result of the doctor not understanding the difference between mutation and polymorphism, risk notions, genetics and genomics, and providing advice that is not personalised. This active ignorance brings new ethical problems, as well as budget increases, gene test restrictions and new specialists, such as genetic lawyers.
What are the main DNA business traps?
The main trap or pitfall of this business is
the gene choice. Often the laboratories or DNA business companies will base their choice on technical aspects — what is easier to test, and not the personalised prevention option. Furthermore, short, easy-to-sell panels for prevention purposes are rather harmful owing to the lack of significant gene–
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March 2013 |
prime-journal.com
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