Genesis Healthcare Co., the pioneer of genetic research and testing in Tokyo, will be expanding its direct-to-consumer (DTC) tests, sold under the GeneLife brand in Japan, to Asia from November 17. GeneLife's EC site will open first with its flagship product "GeneLife Genesis," a US$250 genetic test kit that offers genetic analysis of 359 diseases/traits and allows customers to analyze the risk onset of various lifestyle diseases. GeneLife Genesis will be made available to consumers online in Hong Kong, Singapore, Taiwan, Malaysia, Thailand, Indonesia, Vietnam and the Philippines on November 17, followed by India and mainland China in 2016.

With over 420,000 kits sold/tested, Genesis Healthcare's GeneLife test kits are the market leader in consumer genetic test kits in Japan. Genesis Healthcare is known to have the largest Japanese and Asian-focused genetic database amassed by its 11 years of corporate history. While directly operated by the founding Baran family, it has recently raised over US$6 million in funding from the MITSUI & CO., LTD and Founders Fund to expand its consumer business. Through its research findings, Genesis Healthcare has developed an Asian-focused custom chip that will allow more accuracy in the testing results for Asian consumers.

Genesis Healthcare's decision to expand to Asia is owed to the response gained by the launch of GeneLife's television commercials on major TV networks in Japan starring Osamu Tezuka, the legendary Japanese comic book artist. Since the commercial launch, Genesis Healthcare has received increasing inquiries from Asian countries due to the rise in interest in preventive healthcare for lifestyle-related diseases.

GeneLife's Genesis, while is currently only available in Japanese, will be initially offered in English for Asian countries. Consumers can purchase kits and receive results online (PC or mobile). Consumers are requested to send their samples to Genesis Healthcare's laboratory in Japan in which Japanese privacy laws will insure the protection and safety of customers' genetic information.

Asian official EC site for GeneLife (English version):

http://genelife.asia

Products: GeneLife Genesis   PRICE: US$250

359 diseases/traits

-The most comprehensive genetic test kit available globally with 359 diseases/traits

-GeneLife, operated by Genesis Healthcare, has sold more than 420,000 consumer kits in Japan.

-Testing accuracy guaranteed by the newest technology platform available.

-No pain! Process involves collecting saliva at home and sending it to our directly operated laboratory in Japan.

-Privacy and security protected under Japanese privacy laws and METI Genetic Guidelines.

Background

Genesis Healthcare Co., incorporated in 2004, is one of the longest operated genetic research and testing firms in Japan and is a leader in personalized healthcare in the medical and research community through its extensive testing platforms and proprietary technology. It accounts for over 70% of the DTC testing market in Japan in terms of volume.

Corporate site: http://www.genesis-healthcare.jp/

EC site in Japan: http://genelife.jp/

EC site in Asia: http://genelife.asia/