One way in which this occurs is through "RNA interference", which involves the introduction of double-stranded RNA molecules.
BBC: NEWS | Science/Nature | Salvage prospect for 'junk' DNA
Michelson has a hunch that RNA interference may also be key to creating an injectable method of sterilizing cats and dogs.
Michelson started focusing on an area of genetic research called RNA interference.
He's one of the people credited with discovering RNA interference in animals.
What's more, later research would reveal that genes that create this kind of RNA--known as RNAi, for RNA interference--existed in plants, fruit flies and even people.
He decided to harness the strength of what he calls "the finest RNA chemists in the world" to use their knowledge in the nascent field of RNA interference.
Insert Therapeutics and Intradigm are also working on targeted treatments, but both companies are also exploring the use of a Nobel Prize-winning therapy based on RNA interference (RNAi).
Now a similar sea change may be afoot, thanks to a new technology called RNA interference, or RNAi, which allows scientists to stop a disease by silencing a particular gene.
Mr. BRYAN CULLEN (Scientist, Duke University): There have been a number of experiments done in rodents, in particular in a mice, that have successfully shown that RNA interference does work at the whole organism level.
Sirna has been in the news of late because Andrew Fire and Craig Mello, the discoverers of the technology upon which Sirna's drugs are based--RNA interference, or RNAi-- won a Nobel Prize for medicine last month.
Starr, the former Millennium CFO, has been pursuing a similar strategy, too, helping recently to get Alnylam, a young biotech exploring an entirely new way of making drugs using a technology called RNA interference, off the ground.
"Clearly RNA interference is a revolution that has emerged in the last few years, " says John Maraganore , who left a job as the top scientist at Millennium Pharmaceuticals (nasdaq: MLNM - news - people ) to become Alnylam's chief executive officer.
Two better-known alternatives, antisense and RNA-interference, the latter of which is being used now by Monsanto, can silence or shut down genes but cannot turn them on or make them louder.
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