Counterpoint: biotech needs more than DTC as usual

Abstract

There is no doubt that in the coming years, biotech companies will need marketing expertise to complement their R&D prowess to be successful in the marketplace. Many experts believe that biotech should follow in the footsteps of traditional pharmaceutical companies and adopt direct-to-consumer (DTC) advertising to promote their products to meet this… (More)
DOI: 10.1038/nbt0306-267

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