Translating Biotech’s Hieroglyphic Concepts can be a Career Boon

There's no mistaking that when the national media latched on to the announcement last week that scientists are well on their way to completely mapping the human genome, it
helped thrust biotech into a whole new league of elevated consumer recognition. But for two key stakeholder groups targeted by biotech marketers - patient advocacy organizations
and investor audiences - the highly anticipated milestone was old news. Herein lies the communication challenge for the biotech industry. On one hand PR efforts have to start at
ground zero to develop a basic consumer awareness of the industry's highly technical concepts and developments. On the other hand, communicators need to build on the more
sophisticated marketing momentum established with pharmaceutical companies, Wall Street and medical research organizations to spur expansion.