23andMe’s “Mommy Bloggers”

From the Genetic Future blog: 23andMe targeting pregnant women using “mommy bloggers”

Personal genomics company 23andMe has just launched an online community of “mommy bloggers” – a move I can only describe as sheer marketing genius.

I’ll give you a moment to let the vision sink in. Imagine a group of women hungry for information about the best way to ensure the future health and wellbeing of their unborn children. Now imagine a website packed with sincere, caring mother-types – most of them well-established bloggers with a strong existing fan base – writing about the real day-to-day issues that mothers care about (in the words of one recruit: “momming, aging, and my twenty year quest to lose the same ten pounds”; no doubt there will also be photos of puppies). Now imagine that those same bloggers have all been given a 23andMe genome scan and are writing excitedly about their results and what they mean for their health and their family….

Here is the direct link to 23andMe’s Pregnancy Community.

(Also check out this posting about 23andMe, from the Research Ethics Blog, last October: Want to find out what makes you “stand out from the crowd”? Consider signing up for a research study!)

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About Chris MacDonald

I'm a philosopher who teaches at Ryerson University's Ted Rogers School of Management in Toronto, Canada. Most of my scholarly research is on business ethics and healthcare ethics.
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