Vice President Biden’s “moonshot” to cure cancer has been getting headlines since he first declared his intention to focus effort from the public and private sectors to cure cancer.

While “moonshot” connotes the positive energy of the space program, it also brings to mind an enormous challenge. But today, we benefit from undreamed of technology, and with this new moonshot, that scientific capacity has seized the focus of the nation.

This is the time for the pharma industry to make the most of this groundswell of enthusiasm about medicine. Pharma’s good work—that saves lives every day—often gets shunted out of the spotlight. The moonshot may be the time to put it back on stage.

Read more on this topic in my most recent E-Source column in PM360, “Can a Moonshot Cure Cancer… and Pharma’s Reputation?