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What are the most profitable business segments of tomorrow and beyond? Which kind of business vol-
umes offer gene and stem cell therapy, xenotransplantation, tissue engineering, reproductive genetics,
neurochips, cogniceuticals, nutriceuticals, nanobiotechnology, proteomics and pharmacogenenomics?
Let us take a closer look at the business plans of pioneer companies. What kind of marketing and
communications strategies do they follow? Which new proteome analysis technique will win the race?
What can DNA and quantum computers accomplish? What have government and industry to do, to put
Germany on the cutting edge of technology? Answers to these and many other questions are addressed
in a sound-standing Study by Dr. Volker HALSTENBERG and Prof. Dr. Maria-Paz WEIßHAAR.
In contrast to other Studies, this report takes a closer look (contracted by BBE Consulting Firm) at the
interaction between gene technology, bioscience, computer science, neuron science, artificial intelli-
gence, quantum mechanics and nanotechnology.
You can find an overview at: www.weltmacht-gentechnik.de
Contact: halstenberg@marktantrieb.de
Everything Is Possible
Personalised medicine by means of biochips and pharmacogenomics up to gene therapy, designer ba-
bies and tailored humans. Bio-robots in nano format (1 Nanometer = 1 billionth meter) which will
permanently patrol the human bloodstream, eliminate cancer cells and pathogens throughout their
developmental stages, repair damaged cells, and maintain a perfect immune system at every moment.
US physicians are already working with so-called nano particles to directly target and destroy tumours
and metastases (Science (2002) 296, 2404).
In the year 2010, the nanotech market is expected to have a worth of 700 Billion US Dollars where the
foremost element will be attributed to nanobiotechnology and nano-biopharmaceutics. This predomi-
nate element is discussed in depth in Chapter 8 of the Study.
Visionary Study: Gene Technology 229
therefore triggers an immune response leading to hyperacute rejection in humans of the trans-
planted organ.
According to PPL, this has been successfully accomplished, and they are confident that knock
out cells can be transferred into genetically complete life forms (www.ppl-therapeutics.com).
• Genome specialists have decoded the complete hereditary information of over 60 organisms
starting with microbes of the mouse and from baker’s yeast to the roundworm (Caenorhabditis
elegans). With the help of high performance computers they will shortly be able to sequence
the human genome, and in the near future will be able to completely sequence the human
proteome (the entire human protein).
• Genomics and proteomics allow an in-depth look at the contributory cohesion between diet and
diseases. One third of all health care costs are indirectly or directly linked to diet related dis-
eases. In the near future, this area of research will significantly impact the ability to control
exploding health care costs. The same goes for stem cell therapy and pharmacogenomics
according to HALSTENBERG and WEIßHAAR.
Efficiency Is Required
Just one example of cost efficiency in the health care system is the treatment of 136,000 adult schizo-
phrenia patients in Germany. Inpatient care in one quarter, amounts to at least 18.917 € whereas drug
therapy of schizophrenia patients with atypical neuroleptics, with less side effects than traditional
neuroleptics, is 1.022 € per quarter.
According to HALSTENBERG and WEIßHAAR, growing molecular genetic knowledge leads to causal
treatment of diseases whereas today, drug treatment simply cures the symptoms.
(As for side effects and risks – which costs billions and claim countless fatalities – ask your physician
or pharmacists)
Visionary Study: Gene Technology 231
For the coming years, the authors forecast a health care system developing based on genome research
individually tailored, and without side effects, or fewer side affects in drugs as well as therapies.
By means of bona fide marketing examples, the chapter pharamacogenomics shows how pharma-
ceutical companies can generate ample profits even with small target groups. Apart from established
figures relating to world-wide, US-American, Asian, European and German bio and nano-industries as
well as the turnover potential of pharmacogenomics, proteomics, bioinformatics, stem cell therapy,
xeno-transplantations, tissue engineering, reproductive genetics, neurochips, cogniceuticals, neutriceu-
ticals and much more can be found as concisely establishing success factors for biotech- and other
technology companies.
Business Success
As for the often ignored vision or corporate mission it is often said:
From the start, every BTC should have a short and precise vision which is followed by the
management on a day to day basis. This unmistakably shows what the company stands for, where it
wants to go, and what its values are. (Who are we? What are we doing? Where do we want to go?
Which values guide us?)
Example Amgen
“We aspire to be the best human therapeutics company. Amgen values and uses science and innovation
to dramatically improve peoples’ lives.”
Example Genetech:
“Genetec commits itself to the highest standards to integrity in contributing to the best interest of
patients, the medical profession and its employees, and to seeking significant returns to its stock-
holders based on the continued pursuit of excellent science”.
HALSTENBERG/WEIßHAAR quote another mission statement from a different business field which could
just as well work for bio or nanotech companies:
“We aspire to become the most customer friendly company in the universe” (Jeff BEZOS, CEO Ama-
zon).
Maximum Revenue
It is crucial for strategic future success, to minimise costs and R&D time (Keyword: process optimisa-
tion) and to quickly offer a substantial number of products, which present to a world-wide clientele a
one of a kind advantage. In addition, the complete value creation chain starting with the research,
pharmaceutical development and marketing should be covered. According to the authors, an integrated
system solution platform consisting of High-Throughput DNA-Screening, individual gene profile
analytics, proteomics and pharmacogenomics with the focus on cancer care would be the optimum.
Strategic alliance with big companies, international corporations, mission orientated research, fran-
chising, merger or acquisitions of other BTC’s which round out their portfolio or an initial public
offering (IPO) are also possibilities to consider, to increase profitability, revenue, financial capacity,
market position, image and publicity.
Substantial IPO profits are possible for even small BTC’s, i.e. CK LIFE SCIENCES, confirms that the
Asian billionaire Li KA-SIGN’S company, with just 30 employees spent 42 Million Hong Kong-Dol-
lars (HKD) for research and development in 2001. This IPO was more than a hundred-fold
oversubscribed despite a world-wide market depression. The private investors alone which were
initially offered only 10% of the 1.31 billions shares submitted in a short period of time share offers
for more than 26 Billion Hong Kong Dollars (on August 7th 2002, 1 HKD equals app. 0.12826 US-$)
Let us focus on co-operative success. On page 33 of the Study it was stated: “What is optimum today,
is obsolete tomorrow”:
232 Acta Biotechnol. 23 (2003) 2 – 3
Equally important is a continuous monitoring of the environment in connection with flexible adjust-
ment of personal business strategies, organisational structures, products and services to con-
sumer/customer demand, activities of the competition, health care, and insurance politics as well as
the aspects of law i.e. patty patent law, biopatent law, gene technology law, and embryo protection
law. At any time, companies enduring success are able to adjust their current business form and mar-
keting strategies or to abandon them and to concentrate on profitable and more promising areas.
Joseph Alois SCHUMPETER called this “constructive destruction”. This could have helped Craig
VENTER and other entrepreneurs in securing their business success.
HALSTENBERG and WEIßHAAR transform brain researcher Gregory BATESON’s quote “Differences
which make differences” into a strategic marketing achievement.
In order not to drown in the product and information overflow one should create strong distinctions
that will produce powerful logical affects in the minds of stakeholders. The more powerful and multi-
dimensional a company differentiates itself from its competitors, the better it is regarded, and the more
effectively it communicates and operates. It is best to develop early on, a co-operative identity. It starts
with the said vision, indistinguishable name and logo and declarative testimony (i.e. Personalised
Medicine from Genomics) and cascades throughout the entire business organisation including the
motor pool and continues up to the architecture of headquarters.
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biofilters. Proc. Fundamentals of biocatalysis in non-conventional media, Noordwijkerhout, The
Netherlands, TRAMPER, J., VERMUE, M.H., BEEFTINK, H.H., VON STOCKAR, U. (eds.),
Elsevier Science Publishers B.V., 1992, 393-399.