On‐line messages: developing an integrated communications model for biotechnology companies

The Internet is rapidly changing the way in which information is displayed and accessed on a global level. Taking into consideration the new communication opportunities offered on line, businesses will be forced to alter both their internal and external communication strategies, and be prepared to flow with the changes. One of the sectors that can benefit from the global expansion of Internet communications is biotechnology. In order to understand the on‐line corporate communication model used by biotechnology companies, the Internet sites of 600 firms were accessed and analysed. The data presented highlight the type of on‐line messages, their function (marketing or PR oriented), the targeted audiences, and the level of on‐line interaction provided by the company’s site. Finally, the interpretation of results concludes with an integrated on‐line communication model for biotechnology companies.