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.
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Oestreicher, P., Warner, T. & Mack, J. From oligos to Oprah—the consumer and biotech. Nat Biotechnol 24, 265 (2006). https://doi.org/10.1038/nbt0306-265a
Issue Date:
DOI: https://doi.org/10.1038/nbt0306-265a
