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- Title
Counterpoint: biotech needs more than DTC as usual.
- Authors
Mack, John
- Abstract
The article focuses on the counter arguments of the pharmaceutical marketing expert regarding the adoption of direct-to-consumer (DTC) advertising of biotechnological industry in the U.S. He argued that what was good for pharmaceutical industry may not necessarily applicable in the biotechnology. He pointed out that DTC advertisement cannot educate and influence the market, its unsuitability for a segmented target market and the negative effect product prices.
- Subjects
UNITED States; ADVERTISING; MARKETING strategy; TARGET marketing; PHARMACEUTICAL industry; BIOTECHNOLOGY industries
- Publication
Nature Biotechnology, 2006, Vol 24, Issue 3, p267
- ISSN
1087-0156
- Publication type
Article
- DOI
10.1038/nbt0306-267