DUNDEE is to market itself as a world leader in biotechnology to rival research centres at Harvard and Cambridge universities.
The initiative will consolidate the city's global position at the cutting edge of new scientific discoveries, notably the breakthrough which led to the discovery of the p-53 cancer suppressor gene.
The BioDundee campaign will target the best of the international biotechnology community in a bid to lure them to the city.
Councillor Colin Rennie, convener of Dundee City Council's economic development committee, said yesterday: ''BioDundee is all about letting the scientific world know that Dundee is home to a growing cluster of successful biotech companies.
''We can offer all the facilities, expertise and back-up which today's life scientists demand.''
Professor David Lane, whose work led to the discovery of the so-called Guardian Angel cancer suppressor gene, told a meeting of business and science leaders in Dundee yesterday that the city had to encourage an entrepreneurial spirit among scientists.
He said: ''We do need to nurture these kinds of developments. Scientists will need the support of both our universities, the support of the community: people have to work together to create the kind of atmosphere where developments can be made.
''People want to come to a place where science is great, where the atmosphere is one of extreme quality and where they can appreciate the space and the environment.''
The campaign will exploit recent achievements such as the creation of a #14m citadel of science at Dundee University's Wellcome Trust building under the leadership of Professor Philip Cohen and the discovery of another vital anti-cancer gene by Professor Roland Wolf.
The campaign has been supported by the European Regional Development Fund and will feature direct mailings, an information pack with detailed profiles on the leading figures of BioDundee and their research, a website and a regular newsletter.
It will target biotechnology companies, life science experts and venture capitalists across the UK, Europe and North America encouraging them to look at Dundee for biotech business and research opportunities.
It is estimated that approximately 1400 people in Dundee are employed in life sciences and biotechnology-related jobs. This number is already set to increase by 600 with the development of the Dundee Medipark.
Mr Lane, the professor of molecular oncology at Dundee University, said he had not considered working in the city until he was approached by the university, which persuaded him to think ''why not?''.
He said yesterday: ''It is the 'why not' question that we need to pose to all parts of the life sciences field.
''Success breeds success. It is an old saying, but it is absolutely true. We need to think about what we can do to build on our success and one of the things we can do is exploit the biotech initiative. There are tremendous discoveries creating opportunities.
''We have the scientists. We have the science here. We have the people. We have the space. The big question is, do we have the innovative thinking and the confidence to go forward?
''We have to create the opportunity for new industry and then work out how to take basic discoveries and translate them into products which are marketable and valuable.''
Professor Lane said jobs created by new biotech investment would create long-term prospects for Dundee.
He praised the BioDundee initiative and said it had the potential to create a centre of excellence in the city, but called on education chiefs to bolster the initiative by improving science education and training.
Mr Graham McKee, chief executive of Scottish Enterprise Tayside, said: ''Dundee has been quietly reinventing itself over the past five to 10 years as one of the world's prime centres for life sciences research.
''Leading scientists throughout the world regard Dundee as a brand name for life science expertise and it makes perfect sense to develop that identity further to help create more jobs and prosperity in the city.''
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