Which innovative marketing strategy helped 23andMe become the market leader in direct-to-consumer genetic testing?

Direct-to-consumer genetic testing revolutionized the science industry by making complex DNA analysis accessible to everyday consumers. This marketing phenomenon transformed how people engage with scientific technology, creating a multi-billion dollar market. Test your knowledge about the marketing strategy that catapulted one particular company to dominance in this scientific retail space.

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Their 'DNA Discovery' subscription model that provided monthly updates on new genetic insights
Their 'DNA Relatives' feature that connected customers with genetic relatives, creating a network effect and viral growth
Their exclusive partnership with National Geographic to promote historical lineage tracing
Their 'genetic prediction' service that promised to reveal future health conditions with 99% accuracy