How Color Genomics Plans To Win Over Health Providers: A Decent Website

This cancer-screening startup's employees hail from Google and Twitter. It shows.

Elad Gil, Color Genomics' CEO, doesn't believe that his company will make money by jacking up the price of its genetic tests. Just a decade ago, it cost thousands of dollars for women to get tested for BRCA 1 and BRCA 2, the genes that are associated with breast and ovarian cancer. Color Genomics' screening test is just $249.

Instead, Color Genomics, a startup founded by veterans of Twitter and Google, wants to win over patients and providers with its easy-to-use interface. On Wednesday, the company launched a new service for health providers to order, track, and view the results of a patients' genetic test. By logging in to the website, physicians can check if the sample has arrived at Color Genomics' Burlingame, California, lab, and whether the patient has connected with a genetic counselor to receive the results.

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