Managing Biotechnology
-15%
portes grátis
Managing Biotechnology
From Science to Market in the Digital Age
;
John Wiley and Sons Ltd
12/2017
320
Mole
Inglês
9781119216179
15 a 20 dias
Descrição não disponível.
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
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
