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Indiana University Bloomington

Center for the Business of Life Sciences

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CBLS Research Fellows Collaborate with Top Companies

Anthony & Dena Cox

Anthony Cox, Professor of Marketing, Chancellor's Faculty Fellow. Dena Cox, Professor of Marketing, Eli Lilly Faculty Fellow

Tony & Dena Cox

“We have been real proponents for having a center like CBLS at IU because the health care industry is one of the largest industries nationally.”

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Anthony and Dena Cox were life science researchers way before the term “life science” was a business buzz word.

This husband and wife marketing team joined the Kelley School of Business in 1988, and since then have attracted millions of dollars in research grants on how consumers make health care decisions and, more importantly, they have examined the most effective ways to present complex information so people can make good decisions about their health and well-being.

Their research has brought about collaborations with local health care companies, including Eli Lilly and Company and Roche Diagnostics, as well as mutually beneficial research partnerships with physicians at the IU School of Medicine. The Coxes have worked as co-investigators on three National Institutes of Health grants, totaling more than $7 million, and have studied consumer decision making related to mammograms, vaccinations, and HIV testing. They are currently working with Merck on consumer adoption of the company’s HPV vaccine, Gardasil®, to help prevent cervical cancer.

With academic accomplishments like those, it’s little wonder that the Coxes have been named Life Sciences Research Fellows at the Center for the Business of Life Sciences. They are pleased to be associated with the newly formed center. “We have been real proponents for having a center like CBLS at IU because the health care industry is one of the largest industries nationally,” says Dena Cox. She says it’s important for CBLS to exist because the state of Indiana has committed to engaging and creating life sciences companies as well as encouraging academic research in the area.

Anthony Cox agrees with his wife’s assessment and then some. “Creating CBLS is a critical initiative for the Kelley School of Business, IU, and the state of Indiana,” he says. “The business of life sciences is extremely important to the state, and it’s crucial that Kelley be a central part of that.”

Published April 11, 2011