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July 2000

Pharma's Blockbuster Habit

Genomics will make possible the kind of customization that undermines the drug industry's blockbuster mentality. But can Big Pharma kick the habit?

By Stephen S. Hall

About 15 years ago, I traveled to Nutley, N.J., to interview a molecular biologist at Hoffmann-La Roche. I vividly recall my host waving at an impressive little skyline of buildings worthy of a college quadrangle and proudly saying, "Valium built all this." As recently as a month ago, when I visited the gleaming research and development complex of SmithKline Beecham just outside Philadelphia, my scientific host waved at an expanse of tinted-glass buildings and explained, "Tagamet paid for all of this."

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