TITLE

Counterpoint: biotech needs more than DTC as usual

AUTHOR(S)
Mack, John
PUB. DATE
March 2006
SOURCE
Nature Biotechnology;Mar2006, Vol. 24 Issue 3, p267
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
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.
ACCESSION #
20029020

 

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