Pharma Marketing News
Subscribe Glossary
Pharma Marketing Blog Pharmaguy Audio Podcasts Conference Calendar Reader Surveys

PMN Home | Advertising Information | FAQs | About Us | Contact Us | Privacy Policy
Share |

Biotech DTC
Business Not As Usual

In 2005, sales of biotech products -- i.e., biologics, including therapeutic serums, toxins, antitoxins, vaccines, blood components or derivatives, allergenic products, or analogous products, or derivatives -- grew by 17.1 percent, far outstripping the 5.2 percent in sales growth of small molecules-products developed and marketed by Big Pharma. Although the overall total sales of biologics is still small in comparison to small molecules -- about $52 billion vs. $600 billion -- the biotech industry is poised to dramatically increase the number of products it adds to the market each year.

Whatever the numbers, there's blood in the water and ad agencies are circling, trying to entice these innovative companies into transforming themselves into marketing machines. Some agency people suggest that biotech needs to engage in traditional direct-to-consumer (DTC) advertising. Biotech, however, needs more than DTC as usual.

This article includes comments from Alfred O'Neill, SVP, Group Director at Ryan TrueHealth, an integrated direct marketing healthcare agency. Mr. O'Neill's experience includes the launch of Raptiva and Tarceva for Genentech and he was the lead agency strategist for Amevive and Iressa.

Topics covered include:

  • Definitions and FAQs: What is a biological product? How do biological products differ from conventional drugs?
  • Follow Big Pharma's Footsteps?
  • Biotech Products Require More Education
  • The "Oprahsizing" of Advertising
  • Scientist Ambassadors
  • Cost of Biotech Products
  • Biotech Marketing Guideposts
  • Service vs. Product: Betaseron Case Study

Read this article now. It's FREE...

Download PDF file

PMN55-02
Issue: Vol. 5, No. 5: May 2006
Word Count: 1858

Find other articles in related Topic Areas:

Vol 5, #5 Contents







Search All Pharma Marketing News Pages

Pharma Marketing News Email Addr:  

Contact Information
Editor
Pharma Marketing News

Pharma Marketing News | Subscribe | Industry Insights | Podcasts | Pharmaguy | Blog
Surveys | Glossary | Conference Calendar | Advertising Information | FAQs | About Us | Privacy Policy

© 2014. Pharma Marketing Network. All rights reserved.