Consumer Medicine

image of Consumer Medicine

The contributions in this book all address an important area relating to the delivery of medical services, namely the development of consumer medicine. The changing dynamics of consumer medicine are explored through two perspectives: genetic self-testing and cross-border medical treatment. Both genetic self-testing and cross-border medical treatment offer a number of opportunities, both for producers and consumers of goods and services. At the same time, however, a number of important questions arise as to the limits and regulations that should be in place to protect consumers and patients, and assure that the products and services that are being offered are of good quality and do not offer false or misleading information as to their efficacy or significance in helping patients and consumers. The role of the state and supra-national organizations is by no means self-evident within this changing environment in that on the one hand, this process has been supported by these same authorities, and on the other hand, they are also trying to control and limit the extent to which it develops and undermines their sovereignty. This dual role has created tensions between the development of consumer medicine and the consequences that authorities must deal with as a result of this development.



Personal Genomics: Consumer Genomics Companies and their Rhetoric

During the past 10 years we have seen an interesting development in "personal genomics". More than a hundred companies have emerged that offer personal DNA information via the Internet "direct-to-consumer". The most recently started "consumer genomics companies" use genomewide scanning technologies in order to provide "personalised" genetic profiles. Some of these companies - the "me-companies" - emphasise the personalised nature of their genetic services by including first person pronouns in their company names: deCODEme (2009), 23 and Me (2009), Knome (2009), and Mygenome (2009) (Nordgren & Juengst 2009). In this paper, I will analyse some aspects of the rhetoric of these "mecompanies" and some other consumer genomics companies.


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