Nature Biotechnology 24, 265 (2006)
doi:10.1038/nbt0306-265a
From oligos to Oprah—the consumer and biotechPaul Oestreicher1, Tim Warner1
& John Mack21 Paul Oestreicher is head of the US Healthcare Practice for Hill & Knowlton, 909 Third Avenue, New York, NY 10022 and Tim Warner leads its Washington, DC-based healthcare team, 607 Fourteenth Street, NW, Suite 300, Washington, DC 20005. paul.oestreicher@hillandknowlton.com or tim.warner@hillandknowlton.com 2 John Mack is a pharmaceutical marketing expert and industry commentator who pens the pharmaceutical marketing blog (http://www.pharmamarketingblog.com/). johnmack@virsci.com Until recently, biotech firms did not concern themselves much with the complications of product advertising and corporate brand image-making. A media firm outlines the strengths of direct-to-consumer approaches; an industry commentator counters.Industry observers assert that the biotech industry will put more products on the market in the coming 10 years than it has done in the past 30 years. Thus, with increasing frequency, the industry will be forced to do something it has never had to do before: promote its products and its companies' image to consumers and healthcare providers.
Point: Biotech needs direct to consumer communications
Counterpoint: biotech needs more than DTC as usual
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