Description
Book SynopsisA comprehensive overview of the new business context for biopharma companies, featuring numerous case studies and state-of-the-art marketing models
Biotechnology has developed into a key innovation driver especially in the field of human healthcare. But as the biopharma industry continues to grow and expand its reach, development costs are colliding with aging demographics and cost-containment policies of private and public payers. Concurrently, the development and increased affordability of sophisticated digital technologies has fundamentally altered many industries including healthcare. The arrival of new information technology (infotech) companies on the healthcare scene presents both opportunities and challenges for the biopharma business model. To capitalize on new digital technologies from R&D through commercialization requires industry leaders to adopt new business models, develop new digital and data capabilities, and partner with innovators and payers w
Table of Contents
Foreword By Philip Kotler xi
Preface xiii
Acknowledgments xvii
About The Authors xix
Part 1 New Models For Networked Innovation
Chapter 1 Digital Evolution of Biotechnology 3
Industry Applications 5
Impact of Megatrends 6
Digital Health Opportunities 6
Infotechnology Initiatives in Healthcare 8
Disruption Risk from Infotech 8
Technology Strategies 11
Big Infotech Strategies 12
Conclusion 21
Summary Points 22
Chapter 2 Biotechnology Financing Strategies 24
The Long Game 24
Financing Strategies for the Long Term at Alnylam 26
Strategic Decisions 30
Geographic Considerations 33
Sources of Financing 33
A Word about Mergers and Acquisitions 43
Summary Points 44
Chapter 3 Success Through Collaboration 46
Alliance Evolution: More Players and New Structures 46
Strategic Alliances: A Stalwart of the Biopharma Industry 50
Janssen and OSE Immunotherapeutics: Deal Strategies in a European Context 52
Alliance versus Acquisition 53
Structure Considerations to Maximize Value 55
Divesting for Focus 55
Doing the Deal 56
Summary Points 65
Part 2 New Business and Marketing Models
Chapter 4 Precision Medicine 69
What is Precision Medicine? 69
Targeted Medicines Multiply but Drug-Diagnostic Pairs are Rare 69
Precision Medicine is Happening at Several Levels 71
Multiple Forces, Beyond Science, are Driving Precision Medicine 72
Digital Precision Medicine 74
Precision Medicine in Practice: Lessons from Cancer 75
Challenges: Scientific, Infrastructural, Regulatory, and Commercial 79
Surmounting the Hurdles to Revolutionize Medicine 83
Stakeholder Expansion in Precision Medicine 86
Biopharma Must Drive, not be Driven by, Precision Medicine 87
Precision Medicine’s Future 90
Summary Points 92
Chapter 5 Precision Marketing 94
Introduction 94
Portfolio Shift to Specialty Products 95
Balancing Evidence and Experience 96
R & D and Commercial Coordination 97
Science is the New Marketing 98
Value of Experience: The Consumer Decision Journey 100
Marketing Beyond the Pill 101
Targeting New Consumer Segments 102
New Physician Segments 102
Dual Branding Models 103
New Launch Strategies 105
Companion Diagnostics 105
Global Organization 108
Multichannel Communications 109
Content Marketing 110
Salesforce Strategies 111
Sustainability Strategies: Beyond the Life Cycle 113
Summary Points 118
Chapter 6 Patient Centricity Strategies 120
Introduction 120
Patient Centricity Drivers and Barriers 121
Discovery: Understanding Unmet Needs 123
Designing Patient-Friendly Clinical Trials 125
Connecting the Points of Care 130
Understanding the Patient Journey 135
Organizing for Patient Centricity 138
Who Are You Working For? Bristol-Myers Squibb Employee Engagement Initiative 138
Patient Engagement Metrics 140
Organization Models 142
Summary Points 143
Chapter 7 Drug Pricing In Context 145
Introduction 145
The Economics of Drug Pricing 146
Competing Definitions of Product Value Complicate Drug Pricing 153
Proving Efficacy in the Real World 155
Setting the Pricing Strategy 157
Analyzing New Pricing Models 160
Drug Pricing in the United States: The Pressure Continues to Build 162
Deployment of New Pricing Strategies 163
Experimental Pricing Strategies 165
Financing the Future: Affordability 169
New Tools for Outcomes-Data Capture 170
Conclusion 171
Summary Points 171
Chapter 8 Strategic Payer Engagement 173
Payers Are Not All Alike 173
New Market Forces Increase Payer Power 175
The Increasing Importance of the Consumer in the United States 176
European Payers: High-Level Unity, Low-Level Fragmentation 180
United States Adopts European-Style Cost-Effectiveness Hurdles 181
Payer Engagement Strategies Must be Tailored, Scalable, and Flexible 182
Changing Biopharma-Payer Relationships: From Transactional to Collaborative 185
New Biopharma Organizational Models Needed 187
Biopharma-Payer Engagement Must Move Beyond Experimentation 188
Strategic Payer Engagement Comes in Many Forms 192
Summary Points 193
Part 3 New Models For Digital Health
Chapter 9 Digital Health Strategies 197
Introduction 197
Biopharma Digital Strategies 197
Digital Impact on Supply Chain Management 200
Digital Transformation of Commercial Activities 201
Consumer-Centered Trends 206
Provider-Centered Strategies: Telehealth 210
Conclusion 213
Summary Points 213
Chapter 10 Creating Agility Through Data and Analytics 215
Introduction 215
Multiple Forces Converge to Create Data and Analytics Opportunities 216
Healthcare’s Four Data Vectors: Volume, Velocity, Variety, and Veracity 218
Extracting Value from Data Requires New Tools 221
The Analytics Continuum: From Descriptive to Prescriptive 223
Artificial Intelligence: The Potential to Make Drugs Smarter, Faster, and for Less 225
Data Analytics across the Biopharma Value Chain 226
Data and Analytics Challenges 233
Building an Analytics-First Organization: Cultural not Technical Hurdles 238
Conclusion 242
Summary Points 242
Conclusion 243
References 246
Index 273
