Abstract
IN KEEPING TRACK of the drug industry, it sometimes helps to monitor the ads. For example, Pfizer recently launched a print campaign about its dedication to research in Alzheimer’s disease, an area that has yet to produce a cure. GlaxoSmithKline beat Pfizer to the punch, however, with television spots featuring a GSK researcher explaining how her family history spurs her to find a cure for the disease. No hard feelings. In fact, the two companies recently teamed up in a joint venture called ViiV to develop drugs to treat another intractable disease: HIV/AIDS. The ads and the partnership are evidence of change in both the science and the business of drug discovery and development. At GSK, research departments that were reorganized in recent years to focus on specific therapeutic areas are being broken down further to smaller, more aggressive teams. At Pfizer, an entrepreneurial approach to integrating biotech research continues even as the world’s ...
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