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Biologics have passed every regulatory test we’ve given
them. However, that’s by design, they aren’t meant to
fail. We never asked the immune system for its long-term
opinion. The answer would tell a story pharma isn’t ready
to hear.

And now, we’re living with the consequences.

2.3 – Marketing the Miracle

When biologics first entered the market, they were
presented as breakthroughs—scientific marvels built from
recombinant proteins, monoclonal antibodies, and elegant
mechanisms of action. The language was clinical, cautious,
and confined mostly to academic journals and physician
detailing. These were advanced therapies, and they were
marketed accordingly: to specialists, with data, in the quiet
cadence of pharmacology.

But as biologics grew more common—and more
profitable—the message changed.

The science remained complex, but the marketing became
simple. Biologics were no longer just inhibitors or
modulators. They were freedom in a syringe. Hope in an
infusion bag. Commercials depicted patients hiking,
painting, parenting—reclaiming lives. The story was no
longer about molecules. It was about transformation.

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