e-Health and Commercial Genetic Testing

Veritas Diagnostics is a medical diagnostics company specializing in adult genetic susceptibility testing for a range of hereditary and complex genetic conditions. You are the Corporate Ethics Officer for Veritas and are working with the Vice President in charge of the direct-to-consumer division. The Vice President believes that the only major issue that needs to be dealt with is privacy, but you see the situation as being more complex. How should you approach getting the Vice President to consider these larger ethical issues that need to be addressed?