23andMe and co-founder Anne Wojcicki are featured in the cover story of the November issue of Fast Company entitled “Anne Wojcicki Is The Most Daring CEO In America.”
Accompanying the cover story are a number of different online articles, including the following:
Article #1 – “Inside 23andMe Founder Anne Wojcicki’s $99 DNA Revolution” by Elizabeth Murphy (not her real name – it was changed to protect the identity of her adopted daughter, who 23andMe testing revealed has an extremely high propensity for Alzheimer’s disease)
Article #2 - “Behind the Scenes of the Ad Campaign for 23andMe’s $99 DNA Test” – a brief look at how 23andMe is trying to recruit 1 million new customers. The article features a handful of tv spots, and reveals that many of the actors took a 23andMe test.
Article #3 - “To Know You is to Really Know You” – some interesting statistics about 23andMe customers, including that they are 50/50 male/female, and that fully 60% of the database is over the age of 40.
Article #4 – “The Marketing Challenge of $99 DNA Testing Company 23andMe” – discusses the issues raised by 23andMe’s recent patent, including the challenge it may present to recruiting new customers.
There are a lot of interesting tidbits here, be sure to check out all the articles.