PR: the DTC you don't see: there was a time when communications professionals languished on the fringe of the pharma and biotech marketing mix, called on only to deliver bad news and defuse crises. But now, with the increasing primacy of the consumer, proliferation of constituencies and a wave of restructurings, PR is emerging from the shadows as a strategic force

Genentech's head of corporate relations. Mary Stutts, reckons the drug industry could do with fewer celebrity endorsers and more heroes. That's why Napoleone 'Napo' Ferrara is the new face of [...]