Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Health Care Organizations Management

The significance of genetics and genetic testing in healthcare is underscored by their role in personalized medicine and the understanding of hereditary diseases. This study explores the landscape of Direct-to-Consumer Genetic Testing (DTC-GT), with a focus on marketing strategies, ethical, and privacy concerns. The primary objective is to delve into consumer experiences, investigating motivations, outcomes, ethical issues, and the effectiveness of marketing strategies in DTC-GT. Through a qualitative research design involving comprehensive questionnaires and semi-structured interviews, the study employs thematic analysis to interpret the collected data.
Key findings highlight significant ethical dilemmas, such as informed consent and the psychological and social implications of testing as concerns about data privacy and the accuracy of test results are prevalent. This study underscores the necessity for transparent regulatory frameworks and robust data protection measures. It reveals mixed consumer opinions on the cost and perceived value of genetic testing, diverse motivations behind testing, and varied health and wellness outcomes.
Despite expressing concerns about data privacy and security, most participants report overall satisfaction, pointing to a demand for improved communication, standardized reporting, and consumer education. The study's insights emphasize the need for ethical guidelines, genetic counseling, and ongoing research to support the sustainable development of the DTC-GT industry. Future directions include addressing the research gaps in market trends and regulatory changes crucial for the responsible innovation and application of DTC-GT services.