Marketing to the Brave New Healthcare World
January 1, 2001
Originally Published January/February 2001
Donna Krupa
The impact that the mapping of the human genome will have on health and medicine has been likened in significance to Neil Armstrong's l969 walk on the moon and mankind's subsequent understanding of the universe and space. To be sure, the secrets to be revealed from understanding human DNA and the interaction between genes and disease will bring about radical new scientific realities and drive significant changes in medical and professional practices.
But such discoveries will also have an equal, if not greater, effect on the commercial principles of the healthcare industry and the infrastructures—manufacturing, marketing, sales, etc.—that support the industry. Medical device and diagnostic manufacturers and the healthcare industry are today where rocket ships and the space program were some 30 years ago. Then, as now, things will never be the same.
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