Removing the gatekeepers
Testing of this kind is very lucrative. There may, however, be additional ethical implications. Less scrupulous companies could start emphasising illness and mortality in their marketing. If doctors are removed from the testing transaction, consumers are potentially vulnerable to emotion-based ads.
Seeking reassurance
Doctors usually require clear signs, e.g. serious symptoms or a family history of a particular illness. People without medical training are less rational when it comes to their own health. Search for almost any commonplace symptom on Google and you will find a number of terrifying possibilities. Of course, in all probability, these will be unlikely, according to an article on the INSEAD business school website.
Doctors are less likely to prescribe tests for incurable illnesses – but people themselves order tests because they seek reassurance.
Marketing testing
Cynical companies could inflate the demand for their products even further with optimistic marketing messages emphasising peace of mind. However, the tests may actually be needless. Such testing is part of a current anti-expert, anti-elite backlash.
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