A 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 worldwide. Written by two experts, both of
whom have had decades of experience in the field, this book
provides a comprehensive overview of the new business context and
marketing models for biotech companies. Informed by extensive input
by senior biotech executives and leading consultancies serving the
industry, it analyzes the strategies and key success factors for
the financing, development, and commercialization of novel
therapeutic products, including strategies for engagement with
patients, physicians and healthcare payers. Throughout case studies
provide researchers, corporate marketers, senior managers,
consultants, financial analysts, and other professionals involved
in the biotech sector with insights, ideas, and models. JACQUALYN
FOUSE, PhD, RETIRED PRESIDENT AND CHIEF OPERATING OFFICER, CELGENE
"Biotech companies have long been innovators, using the latest
technologies to enable cutting edge science to help patients with
serious diseases. This book is essential to help biotech firms
understand how they can-and must-apply the newest technologies
including disruptive ones, alongside science, to innovate and bring
new value to the healthcare system." BRUCE DARROW, MD, PhD, CHIEF
MEDICAL INFORMATION OFFICER, MOUNT SINAI HEALTH SYSTEM "Simon and
Giovannetti have written an essential user's manual explaining the
complicated interplay of the patients who deserve cutting-edge
medical care, the biotechnology companies (big and small) creating
the breakthroughs, and the healthcare organizations and clinicians
who bridge those worlds." EMMANUEL BLIN, FORMER CHIEF STRATEGY
OFFICER AND SENIOR VICE PRESIDENT, BRISTOL-MYERS SQUIBB "If you
want to know where biopharma is going, read this book! Our industry
is facing unprecedented opportunities driven by major scientific
breakthroughs, while transforming itself to address accelerated
landscape changes driven by digital revolutions and the emergence
of value-based healthcare worldwide. In this ever-changing context,
we all need to focus everything we do on the patients. They are why
we exist as an industry, and this is ultimately what this
insightful essay is really about." JOHN MARAGANORE, PRESIDENT AND
CHIEF EXECUTIVE OFFICER, ALNYLAM PHARMACEUTICALS "Since the mapping
of the human genome was completed nearly 15 years ago, the
biotechnology industry has led the rapid translation of raw science
to today's innovative medicines. However, the work does not stop in
the lab. Delivering these novel medicines to patients is a complex
and multifaceted process, which is elegantly described in this new
book."
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