Steinunn Erla Thorlacius, the managing director of Intuens, has outright dismissed criticisms from health experts regarding the company's health screening services. She claims that these criticisms are simply a defense of the healthcare system's interests against innovation. Intuens has been gaining traction in the market with a health screening service designed to identify ailments and diseases, despite facing challenges in the past few years.

Recently, there has been a notable uptick in marketing materials from Intuens, highlighted by personal testimonials shared by users of their services. This surge in promotion has drawn the attention of various medical specialists, who have harshly criticized the company’s offerings. Prominent figures, including the chairman of the Cancer Specialists Society and the Family Doctors Society, have stated that the services provided by Intuens could potentially cause more harm than good to patients, emphasizing the limitations and risks associated with such screenings.

Thorlacius expressed regret over the doctors' resistance, asserting that their views are overly protective of traditional practices. Her comments point to a broader tension between innovative health solutions and established medical practices, raising important questions about the future of healthcare innovation and how it can be balanced with patient safety and quality care. This conflict has significant implications for the dialogue on healthcare reform and the role of companies like Intuens in the Icelandic health landscape.