We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
From oligos to Oprah—the consumer and biotech.
- Authors
Oestreicher, Paul; Warner, Tim; Mack, John
- Abstract
The article focuses on the arguments between media specialists and pharmaceutical marketing expert regarding the importance of direct-to-consumer advertising on biotechnology industry in the U.S. Media specialist pointed out that advertising played a vital role in informing consumers and physicians about product's efficacy, safety and its existence in the market. But the marketing expert cited that advertising cannot educate and influence, inapplicable for a segmented target market and will increase products cost.
- Subjects
UNITED States; DEBATE; MARKETING strategy; MASS media specialists; MARKETING consultants; BIOTECHNOLOGY
- Publication
Nature Biotechnology, 2006, Vol 24, Issue 3, p265
- ISSN
1087-0156
- Publication type
Article
- DOI
10.1038/nbt0306-265a