BioCentury
ARTICLE | Strategy

deCode gets personal

December 10, 2007 8:00 AM UTC

deCode genetics Inc. thinks its new deCODEme personal genotyping service will let it earn a bit of easy cash with very little effort.

The company is planning to leverage its understanding of genomics into a service targeted directly at consumers curious about their own genetic makeup. Going beyond its drug discovery services to big pharma, and genetic tests for several diseases, deCODEme, an Internet-based service, will enable individuals to scrutinize their own genomes for $985. ...