Rodrigo Martinez, Chief Marketing & Design Officer at Veritas Genetics
00:00 The era of the social genome
09:25 What is a whole genome?
19:10 The power and limitations of design
22:49 Why would folks not come to Veritas for every test?
26:32 The case of “Sarah”
35:50 Why wouldn’t the era of the social genome happen?
40:27 “The borders of DTC are blurring."
Two years ago Veritas Genetics began offering whole genome sequencing for a thousand dollars. It was a significant milestone—and still is!—not only for what it means about the company providing the genomes but also what it means about the demand for such a product.
Today we talk to Rodrigo Martinez, the Chief Marketing and Design Officer at Veritas and co-author of a recent blog, Next in The Genomics Revolution: The Era of the Social Genome. The blog puts the current offer of whole genome sequencing into the larger context of the history of genomics, compares the availability of the whole genome to that of the personal computer, and anticipates how interacting with our genomic data may begin to shape our lives.
We have two core questions for Rodrigo: What does a whole genome mean to Veritas? And why should one order a whole genome test?
Rodrigo argues that the time of having single one-off genetic tests or even panels of tests has been superseded. Why not get a whole genome test at the same low price, open an online account with all of our genomic information, and have it all there ready for any future interaction?
Veritas offers their product to physicians and to consumers, giving us another perfect chance to continue our ongoing discussion here on the program about the blurring of DTC borders.
It’s our first interview with someone from Veritas. And it’s a lively and long one. Rodrigo is a deep diver and never short of breath or ideas. Enjoy.