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" ... Disease prevention is a more complex public and population health dynamic than single family infertility. Diseases that are not prevented result in pain and suffering and healthcare costs in the future; further, the discovery of one patient who needs genetic disease prevention leads to other members of the extended family who should be screened, counselled and offerred treatment as well. This creates an aggregate family need, a large group of IVF "frequent flyers" that, viewed through the lens of sales and marketing, could be met, profitably, from creative risk management and pricing strategies. ... "