Consumers are being sold a new version of “health” – one driven by the assumption that collecting more data is always a good thing in an expanding commercial market of tests and wearables. But what if we’re being persuaded that we’re unwell in order to be sold more? Deborah will explore how health is being marketed, how normality is being reframed as risk and how many consumer tests are gateways to further interventions. Dr Deborah Cohen is an award winning medically qualified broadcaster, journalist and editor, who has worked across mainstream and academic print, digital, TV and radio. She is author of the book: “Bad Influence; How the internet hijacked our health” was published in January this year. Having established the investigations unit at The BMJ, one of the world-leading medical and health policy journals, she specialises in complex investigations combing rigorous data analysis with journalism. Dr Cohen was recently Science Editor of ITV News and UK and Health Correspondent for BBC Newsnight leading their Covid-19 coverage. With several major investigations for BBC Panorama, Channel 4 Dispatches, ITV Tonight and BBC’s File on Four, Dr Cohen’s work has contributed to major changes in health policy and medical practice. It and has led to questions being asked in parliaments around the world. Her work has also garnered international media coverage and has been the basis of Netflix documentaries and global investigations. In addition to her experience working at the interface of the mainstream media and academia, Dr Cohen has substantial experience helping experts develop and present their work in a digestible and accessible way This talk was recorded at our event ‘Direct-to-Consumer Medical Testing: Exploring Opportunities & Challenges’ which took place at St Anne’s College, University of Oxford on Tuesday 5th May 2026.

Direct-to-consumer (DTC) genetics continues to scale, with over 53 million DNA kits processed across the four largest consumer databases by March 2025. Yet most national genomics programmes cannot currently harness this participant-generated data within clinically governed pathways, which leads to duplicated costs and resources. This talk will explore how we move beyond DTC to Self-Request: a patient-initiated but clinically governed model that bridges consumer demand with responsible genomic medicine. It outlines how Self-Request can make genomics affordable, accessible, and clinically actionable without extra resources or compromising public safety. Mark Bartlett is CEO and Co-Founder of StoreGene, where he is building the data infrastructure to make genomics affordable, accessible, and actionable at population scale. With more than 20 years’ experience across genomics, the NHS, and digital health, he has focused on translating genomic science into usable, scalable health data that can support prevention, diagnosis, and treatment across the life course. He studied Human Genetics at UCL, worked in the NHS, and later helped scale digital health company DrDoctor, where he founded the Customer Success department. At StoreGene, he leads the development of a Clinical Genomic Operating System designed to move healthcare beyond one-off genetic tests towards reusable whole-genome data, partially delivered through a self-request model. This talk was recorded at our event ‘Direct-to-Consumer Medical Testing: Exploring Opportunities & Challenges’ which took place at St Anne’s College, University of Oxford on Tuesday 5th May 2026.

In this session, Sharon reflects on what the collective term ‘direct to consumer tests (DTC)’ might include and encompass – and on how, when (and why) these might be encountered in NHS general practice. Drawing on her experience as a GP, Sharon uses fictional vignettes to illustrate examples of this interface, and consider potential impacts for individuals and services. Sharon explores the potential for DTC testing, for example in empowering individuals, supporting conversations with clinicians, and informing next steps and care pathways. Alongside this, she draws out potential pitfalls and harms, including gaps in evidence and the potential for adverse impacts on health inequities. Throughout, Sharon considers what evidence and resources might be needed (or could help) smooth this journey, to optimise potential and minimise risks. Dr Sharon Dixon is a GP partner and NIHR Doctoral Research Fellow, NDPHCS, Oxford. Her DPhil is developing knowledge and resources to improve care for teenagers experiencing period pain. Sharon’s qualitative research includes exploring primary care perspectives on supporting care for communities affected by female genital mutilation, domestic violence, safeguarding, endometriosis, and women’s health. She has undertaken research into experiences of uro-gynaecology, using foetal Doppler devices outside medical settings, and research equity. She conducted a priority-setting partnership project exploring areas where better technology could enable women’s health. She is interested in experiences of delivering and receiving care in general practice. This talk was recorded at our event ‘Direct-to-Consumer Medical Testing: Exploring Opportunities & Challenges’ which took place at St Anne’s College, University of Oxford on Tuesday 5th May 2026.

As direct-to-consumer fertility testing rapidly expands, people can now access home sperm and hormone tests, book pelvic ultrasound scans at independent centres, and make major reproductive decisions without ever consulting a healthcare professional, let alone a fertility specialist. At the same time, Instagram and TikTok are crowded with self-appointed ‘experts’ offering advice and paid recommendations, often outside established clinical and regulatory frameworks, including that of the Human Fertilisation and Embryology Authority. Tim’s talk will explore the opportunities, risks and unanswered questions created by this fast-moving shift in reproductive healthcare, from a reproductive medicine perspective. Tim Child is Associate Professor of Reproductive Medicine at the University of Oxford. He is a board member of the Human Fertilisation and Embryology Authority, where he chairs the Scientific and Clinical Advances Advisory Committee. His clinical and academic work focuses on fertility, IVF and reproductive healthcare, with particular interests in evidence-based practice, regulation and patient information. He is Chair of Trustees of The Fertility Alliance charity and also shares myth-busting, patient-focused fertility content on Instagram at @drtimchild. This talk was recorded at our event ‘Direct-to-Consumer Medical Testing: Exploring Opportunities & Challenges’ which took place at St Anne’s College, University of Oxford on Tuesday 5th May 2026.

Dimitrios’ talk will explore how changes in the diet are associated with changes in the gut microbiota alongside the pros and cons of using continuous glucose monitoring for assessing the effects of food intake on blood glucose. Dimitrios is an academic dietitian and Associate Professor at the Nuffield Department of Primary Care Health Sciences. His research focuses on intentional weight loss as a therapeutic and preventive strategy for diseases related to obesity, such as fatty liver disease and cancer. This talk was recorded at our event ‘Direct-to-Consumer Medical Testing: Exploring Opportunities & Challenges’ which took place at St Anne’s College, University of Oxford on Tuesday 5th May 2026.

Rachel’s talk looks at some of the key differences between NHS-provided genetic testing, and various direct-to-consumer genetic tests. She highlights how a genetic result might have different meaning depending on the clinical context that led to having testing, and the testing approach used. She explores some of the consequences that this can create for people buying direct-to-consumer genetic tests, and for the NHS. Dr Rachel Horton is a clinical genetics registrar in Southampton. She is doing a PhD with the Clinical Ethics, Law and Society group at Oxford, examining the construction of ‘results’ from a starting point of the entire genetic code. This talk was recorded at our event ‘Direct-to-Consumer Medical Testing: Exploring Opportunities & Challenges’ which took place at St Anne’s College, University of Oxford on Tuesday 5th May 2026.

Anneke’s talk explores what happens when direct‑to‑consumer test results move from commercial platforms into real clinical encounters, focusing on how context, equity and data provenance shape what a ‘number’ means for a particular patient and service. Drawing on her roles as clinician, researcher and ethicist, Anneke considers how tools trained on health‑engaged early adopters may not translate well to all populations, and how techno‑optimistic discourses can obscure uncertainty, overdiagnosis and opportunity costs for the NHS. Can we find a realistic, responsible and fair way to integrate DTC tests within a publicly funded health system? Professor Anneke Lucassen was appointed Director of the CPM in August 2021. Anneke trained in Medicine and specialised in Clinical Genetics. After a DPhil identifying genetic factors in diabetes, she set up an interdisciplinary research programme exploring the ethical, legal and social aspects of integrating advances in genetics (and other forms of big data) into healthcare and society. She is consultant in the Oxford Clinical Genetics Service. Anneke established and remains on the Steering Committee for the Genethics Forum, a national initiative for health professionals and colleagues from the social sciences, law, and the humanities who work with – or are interested in – the practical ethical and legal issues that arise in day-to-day clinical and research practice in genetics and genomics. This talk was recorded at our event ‘Direct-to-Consumer Medical Testing: Exploring Opportunities & Challenges’ which took place at St Anne’s College, University of Oxford on Tuesday 5th May 2026.

Alberto’s presentation provides an overview of the main ethical issues raised by DTC medical testing. He focuses in particular 1) on the relationship and tension between autonomy and risk of harm and 2) on the potential changing role of the medical profession and relative ethical obligations. Alberto will raise, and try to answer, the question of what ethical costs can be addressed through regulation, which ones (if any) are acceptable costs given the potential benefits of DTC medical testing, and which costs are too large to be acceptable. Alberto Giubilini is a philosopher and bioethicist at the Uehiro Oxford Institute, as well as the Academic Lead of TORCH Medical Humanities at Oxford. He works mainly in public health ethics and medical ethics, including ethical issues raised by new medical technologies. This talk was recorded at our event ‘Direct-to-Consumer Medical Testing: Exploring Opportunities & Challenges’ which took place at St Anne’s College, University of Oxford on Tuesday 5th May 2026.

A joint presentation with Anthony Harnden and Joseph Burt. Professor Anthony Harnden is the chair of the Medicines and Healthcare products Regulatory Agency (MHRA). He is professor of primary care at the University of Oxford and until December 2024, was a registrant council member of the General Medical Council and Chair of the Remuneration Committee. He was also deputy chair of the Joint Committee on Vaccination and Immunisation (JCVI), playing a key role in ensuring public trust and patient safety during the distribution of the Covid vaccine. Anthony has over 40 years of experience working for NHS, mostly as a general practitioner in Wheatley, Oxfordshire. He is particularly focused on protecting patient safety through robust surveillance and embracing riskproportionate regulation to maintain the UK as a global regulator of excellence. Joseph is an experienced Quality and Regulatory professional who is enthusiastic about delivering innovative, safe and groundbreaking medical devices to the benefit of patients and for use by healthcare practitioners. With over 25 years of experience working in small to global medical device companies, he has developed several in vitro diagnostic medical devices, including the approval of developed devices with multiple regulatory jurisdictions. He is passionate about bringing positive outcomes through though the use of innovative medical technologies and a champion for early diagnosis for preventative healthcare. Joseph is the Head of IVD and General Medical Devices with the MHRA. This talk was recorded at our event ‘Direct-to-Consumer Medical Testing: Exploring Opportunities & Challenges’ which took place at St Anne’s College, University of Oxford on Tuesday 5th May 2026.