23andMe Makes Pivot to Exome Sequencing With New Offering; Cost Changes in WGS Could Provide a Renaissance for the Company’s Business Model Over Time
11-7-23 (by: Scott Gleason) Leading consumer genetic health company, 23andMe has announced the launch of 23andMe+ Total Health. This new health membership offering integrates clinical grade exome sequencing, biannual blood testing, and access to genetics-based clinical care for customers for a monthly subscription fee. Total Health is accessible to individuals aged 18 and above across the United States except in a handful of states with a membership fee of $99 per month, billed annually as a one-time payment of $1,188. Existing customers of 23andMe will be able to upgrade to the offering in mid-2024.
Historically, 23andMe has used a targeted microarray based genotyping technology which while lower from a cost perspective, has limitations in terms of testing for complex conditions such as hereditary cancer where thousands of variants in multiple genes can play an active role in health risk. Exome sequencing will provide a much more comprehensive assessment of disease risk, but at a higher price point as seen by the cost of the new offering. Whole exome sequencing costs are coming down rapidly, especially with the advent of new disruptive sequencing technologies, and are approaching $100 a genome, with the potential to go even lower in coming years. This cost transformation could provide a renaissance for 23andMe’s business model by allowing highly actionable genetic information and data collection for its pharma research services at cost points that are palatable to consumers.
The new offering will include exome sequencing evaluating genes associated with over 55 major health conditions including all genes deemed medically actionable by the American College of Medical Genetics (ACMG). Screened conditions include testing for hereditary cancer, cardiovascular, metabolic, kidney, neurological, and others.
Customers will also receive biannual blood tests that cover over 55 biomarkers. This includes measurements such as blood sugar levels, kidney, liver, and thyroid function, cholesterol levels, and advanced lipoprotein levels. Customers will be able to track their results through their 23andMe account.
23andMe will also provide access to clinicians with specialized knowledge and training in genetics-based care. This includes an annual virtual consultation and ongoing direct messaging with healthcare professionals. Clinicians will examine blood biomarkers, genetic data, and personal and family medical history to create personalized risk assessments and develop tailored preventive health action plans for each member.
Finally, under the new service, Total Health members will receive 23andMe+ Premium Membership, including access to Health + Ancestry Services, polygenic reports, pharmacogenetic reports, enhanced ancestry features, and expanding coverage.
Noura Abul-Husn, M.D. Ph.D., Vice President of Genomic Health at 23andMe, articulated the value of Total Health, stating, “We’re bringing the power of genetics into your personal healthcare journey, along with blood biomarkers, personal and family health history, and lifestyle to help you understand the full picture of your disease risks. We’re also helping you understand what to do with this information through clinician consultations and ongoing access to medical professionals. We believe this type of comprehensive approach to prevention will lead to longer, healthier lives.”