Consumers See Great Promise in Biotechnology, Despite Limited Understanding of Industry, Survey Finds.

Business Editors/Health/Medical Writers

BIO 2003 convention

WASHINGTON--(BUSINESS WIRE)--June 24, 2003

Strong Belief That New Science Offers Significant Medical Promise

Opportunity For the Industry to Educate Policy Makers and the

Public

Although nearly 80 percent of consumers can't name a biotechnology company or product, the same number believe biotechnology will treat cancer, replace or repair damaged tissue and be the primary source of new medicines during the next 20 years, according to a survey conducted by KRC Research, a division of Weber Shandwick. The research will be presented at the BIO 2003 convention today in Washington, D.C.

"The American public has great faith in science, and they're open to biotechnology as an extension of that faith," said Jack Leslie, chairman, Weber Shandwick. "As our study found, most consumers are not familiar with biotech companies or products - 58 percent don't even feel comfortable with the term - yet one in two believe biotech will make major medical and health science breakthroughs."

Leslie added, "The challenge we face is that despite great visibility over the past few years, people's understanding of biotechnology remains low. We've seen lots of stories about biotechnology - in science, in business and even in national security - but, generally speaking, there's a blank slate. The danger is that when you have a vacuum of knowledge, anything can fill it - including fear, innuendo and misinformation - making it much harder to communicate the real facts. This can be a watershed moment for biotech companies, as there's an opportunity to build greater understanding of, and trust in, biotechnology among a public that intuitively recognizes the benefits these breakthrough products will bring to our lives."

At the convention, Leslie will serve on a panel, "Destroying Myths and Overcoming Barriers to Public Understanding of Biotechnology," to be moderated by Micho Spring, chairman of Weber Shandwick's U.S. corporate practice and the firm's New England office. Also on the panel will be: Jennifer Sosin, president, KRC Research; Alison Taunton-Rigby, president and CEO, Forester Biotech; Naomi Aoki, biotechnology reporter, The Boston Globe.

KRC Research conducted the survey in May among a nationally representative sample of 500 U.S. adults by phone interviews and 169 on-line interviews with "Washington Insiders" (mid-to-senior level professionals in policy-related jobs) and obtained the following findings (margin of error for the general public is +/-4.4% and +/-8.0% for Washington Insiders):

-- Approximately eight out of 10 consumers surveyed believe that

biotechnology is somewhat likely, with about half saying very

likely, to provide ways to repair human tissue, lead to

treatments for cancer, and be the most important source of new

medicines during the next 20 years.

-- The public knows very little about the biotechnology industry.

Four out of five consumers (82%) cannot name a company they

would consider part of the biotechnology industry, and 80%

cannot name a product created through biotechnology.

-- A majority of consumers (58%) say they are not comfortable or

familiar with the word "biotechnology;" a majority of

Washington Insiders (66%) say they are.

-- Half of both consumers (49%) and Washington Insiders (46%) say

they have at least some concerns about biotechnology. While

consumers are more likely to express strong concerns than

Washington Insiders (20% compared to 7%), they are also more

likely to say they have no real concerns (24% compared to 7%).

-- Biotechnology is not a familiar part of consumers' lives.

Fewer than half of both the public and Washington Insiders

think they have used a product created through biotechnology.

The difference between consumers and Washington Insiders is

that consumers do not think they have used a biotech product,

while Washington Insiders are not sure.

-- One in five consumers (20%) think they have used a product

created through biotechnology, while more than twice as many

(49%) do not believe that they have.

-- One in three (37%) Washington Insiders believe they have used

a product created through biotechnology, while nearly half are

unsure (47%) and one in five (16%) do not believe that they

have ever used a product created by biotechnology.

For a full copy of the survey results, please contact Jennifer Sosin, president of KRC Research, at 202-585-2817 or [e-mail].

KRC Research is a full-service opinion and marketing research division within Weber Shandwick. Its clients include corporations in changing markets, institutions and industries working to redefine their image, organizations running public affairs and public education campaigns, and advocates campaigning for legislative reform. KRC Research has offices in Washington, D.C., New England and London.

Weber Shandwick, a unit of The Interpublic Group of Companies (NYSE: IPG), is one of the world's leading public relations agencies, with offices in major media, business and government capitals around the world. Weber Shandwick is a leader in marketing public relations, public affairs and corporate communications counseling, and also provides services in advocacy advertising, market research and visual communications. Find out more at www.webershandwick.com.

The Interpublic Group of Companies is among the world's largest advertising and marketing services organizations.