Google Calico

?Google is a force that will…try to take quantum leaps.? -Bob Ehrlich

DTC in Perspective:? Calico

Google shook up the health world with its announcement that they are starting a health care discovery company called Calico. The company will focus on health problems associated with aging which pretty much means everything we might suffer from as we face our Golden Years.

The entry of super company Google into direct health care discovery is a big deal. What does Google know about health? Why would they venture so far from their core product search? Is this just a wild shot of over-confidence in their change the world view?? I would have these questions of it were any other tech company. Google, however, is different. They are on a mission and with oodles of cash they can hire the best in science and management to succeed. They have already hired the ex-CEO of Genentech to lead the company.

I am especially intrigued by the concept of personalized medicine. Google, with its massive data slicing and dicing capabilities, might be able to make great inroads in finding how to match health solutions at the individual level. Their commitment to a health discovery company is likely to be a worldwide effort and the best global talent would flock to Google.

Google recognizes the enormous business and ethical reasons to make the world healthier. This unconventional entry into health might shake up the traditional pharma companies. The insular culture of many drug companies might open up with challenges from unconventional competitors.? It is clear we need quantum progress in finding solutions to diseases from our modern lifestyle. Bad diet, too much food, lack of exercise, and high stress demand solutions. To date, we have failed to find the magic pill that mitigates the effects of poor lifestyle choices.

We have tremendous societal costs on the horizon as the developed world ages. The obesity increase is already an epidemic. We just cannot afford to treat the masses for diabetes, high blood pressure, heart conditions, and other chronic conditions. We need answers and Google is a force that will at least try to take quantum leaps. They are not going to be looking at me-too solutions and having a true innovator in the discovery mix with massive cash to invest is great news.

Bob Ehrlich, Chairman

DTC Perspectives, Inc.

Bob Ehrlich

Chairman & Chief Executive Officer at DTC Perspectives

Bob Ehrlich has over 20 years marketing experience in pharmaceutical and consumer products. Bob is the CEO of DTC Perspectives, Inc., a DTC services company founded in 2000. DTC Perspectives, Inc. developed the DTC National Conference, the largest DTC conference in the industry. DTC Perspectives, Inc. also publishes DTC Perspectives, a quarterly journal dedicated to DTC issues and practices. In addition DTC Perspectives, Inc. does DTC consulting for established and emerging companies, and provides DTC marketing plans for pharmaceutical companies.