GTx, a biopharmaceutical company, engaged Coyne PR to educate the patient and medical communities about the CYP2D6 gene as a key differentiator for its drug Fareston (toremifine) – a decade-old breast cancer treatment that is similar to a leading product on the market. We partnered with Coyne client Breastcancer.org to survey women with breast cancer regarding their knowledge and attitudes toward CYP2D6 testing and drug-drug interactions with medications they were taking. Product sales jumped 150 percent as a result of the campaign.