The data produced by genome and associated projects will lead to major developments in products for the medical market. These will be in the form of new drugs and therapies and, more immediately, new diagnostic targets and technologies. Marketing professionals will need to prepare for these developments. The products will demand a high level of understanding of the background science and technology from marketing professionals and their customers. Other issues, for example those of ethics, will also need to be faced. Strategic planning to address these challenges is now urgent.
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