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Managing Biotechnology
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Managing Biotechnology
by Glen Giovannetti, Francoise Simon
Managing Biotechnology
Cover
Title Page
Copyright
Dedication
Foreword
Preface
Acknowledgments
Praise for Managing Biotechnology: From Science to Market in the Digital Age
About the Authors
Part 1: New Models for Networked Innovation
Chapter 1: Digital Evolution of Biotechnology
Industry Applications
Impact of Megatrends
Digital Health Opportunities
Infotechnology Initiatives in Healthcare
Disruption Risk from Infotech
Technology Strategies
Big Infotech Strategies
Conclusion
Summary Points
Chapter 2: Biotechnology Financing Strategies
The Long Game
Strategic Decisions
Geographic Considerations
Sources of Financing
A Word About Mergers and Acquisitions
Summary Points
Chapter 3: Success Through Collaboration
Alliance Evolution: More Players and New Structures
Strategic Alliances: A Stalwart of the Biopharma Industry
Alliance Versus Acquisition
Structure Considerations to Maximize Value
Divesting for Focus
Doing the Deal
Summary Points
Part 2: New Business and Marketing Models
Chapter 4: Precision Medicine
What is Precision Medicine?
Targeted Medicines Multiply But Drug-Diagnostic Pairs are Rare
Precision Medicine is Happening at Several Levels
Multiple Forces, Beyond Science, are Driving Precision Medicine
Digital Precision Medicine
Precision Medicine in Practice: Lessons from Cancer
Challenges: Scientific, Infrastructural, Regulatory, and Commercial
Surmounting the Hurdles to Revolutionize Medicine
Biopharma Must Drive, not be Driven by, Precision Medicine
Precision Medicine's Future
Summary Points
Chapter 5: Precision Marketing
Introduction
Portfolio Shift to Specialty Products
Balancing Evidence and Experience
R & D and Commercial Coordination
Value of Experience: The Consumer Decision Journey
Marketing Beyond the Pill
Targeting New Consumer Segments
New Physician Segments
Dual Branding Models
New Launch Strategies
Companion Diagnostics
Global Organization
Multichannel Communications
Content Marketing
Salesforce Strategies
Sustainability Strategies: Beyond the Life Cycle
Summary Points
Chapter 6: Patient Centricity Strategies
Introduction
Patient Centricity Drivers and Barriers
Discovery: Understanding Unmet Needs
Designing Patient-Friendly Clinical Trials
Connecting the Points of Care
Understanding the Patient Journey
Organizing for Patient Centricity
Patient Engagement Metrics
Organization Models
Summary Points
Chapter 7: Drug Pricing in Context
Introduction
The Economics of Drug Pricing
Competing Definitions of Product Value Complicate Drug Pricing
Proving Efficacy in the Real World
Setting the Pricing Strategy
Analyzing New Pricing Models
Deployment of New Pricing Strategies
Experimental Pricing Strategies
Financing the Future: Affordability
New Tools for Outcomes-Data Capture
Conclusion
Summary Points
Chapter 8: Strategic Payer Engagement
Payers Are Not All Alike
New Market Forces Increase Payer Power
The Increasing Importance of the Consumerin the United States
European Payers: High-Level Unity, Low-Level Fragmentation
United States Adopts European-Stylecost-Effectiveness Hurdles
Payer Engagement Strategies Must be Tailored, Scalable, and Flexible
Changing Biopharma-Payer Relationships: From Transactional to Collaborative
New Biopharma Organizational Models Needed
Biopharma-Payer Engagement Must Move Beyond Experimentation
Strategic Payer Engagement Comes in Many Forms
Summary Points
Part 3: New Models for Digital Health
Chapter 9: Digital Health Strategies
Introduction
Biopharma Digital Strategies
Digital Impact on Supply Chain Management
Digital Transformation of Commercial Activities
Consumer-Centered Trends
Provider-Centered Strategies: Telehealth
Conclusion
Summary Points
Chapter 10: Creating Agility Through Data and Analytics
Introduction
Multiple Forces Converge to Create Data and Analytics Opportunities
Healthcare's Four Data Vectors: Volume, Velocity, Variety, and Veracity
Extracting Value from Data Requires New Tools
The Analytics Continuum: From Descriptive to Prescriptive
Data Analytics Across the Biopharma Value Chain
Data and Analytics Challenges
Building an Analytics-First Organization: Cultural not Technical Hurdles
Conclusion
Summary Points
Conclusion
References
Index
End User License Agreement
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Prev
Previous Chapter
Cover
Next
Next Chapter
Title Page
Contents
Cover
Title Page
Copyright
Dedication
Foreword
Preface
Acknowledgments
Praise for Managing Biotechnology: From Science to Market in the Digital Age
About the Authors
Part 1: New Models for Networked Innovation
Chapter 1: Digital Evolution of Biotechnology
Industry Applications
Impact of Megatrends
Digital Health Opportunities
Infotechnology Initiatives in Healthcare
Disruption Risk from Infotech
Technology Strategies
Big Infotech Strategies
Conclusion
Summary Points
Chapter 2: Biotechnology Financing Strategies
The Long Game
Strategic Decisions
Geographic Considerations
Sources of Financing
A Word About Mergers and Acquisitions
Summary Points
Chapter 3: Success Through Collaboration
Alliance Evolution: More Players and New Structures
Strategic Alliances: A Stalwart of the Biopharma Industry
Alliance Versus Acquisition
Structure Considerations to Maximize Value
Divesting for Focus
Doing the Deal
Summary Points
Part 2: New Business and Marketing Models
Chapter 4: Precision Medicine
What is Precision Medicine?
Targeted Medicines Multiply But Drug-Diagnostic Pairs are Rare
Precision Medicine is Happening at Several Levels
Multiple Forces, Beyond Science, are Driving Precision Medicine
Digital Precision Medicine
Precision Medicine in Practice: Lessons from Cancer
Challenges: Scientific, Infrastructural, Regulatory, and Commercial
Surmounting the Hurdles to Revolutionize Medicine
Biopharma Must Drive, not be Driven by, Precision Medicine
Precision Medicine's Future
Summary Points
Chapter 5: Precision Marketing
Introduction
Portfolio Shift to Specialty Products
Balancing Evidence and Experience
R & D and Commercial Coordination
Value of Experience: The Consumer Decision Journey
Marketing Beyond the Pill
Targeting New Consumer Segments
New Physician Segments
Dual Branding Models
New Launch Strategies
Companion Diagnostics
Global Organization
Multichannel Communications
Content Marketing
Salesforce Strategies
Sustainability Strategies: Beyond the Life Cycle
Summary Points
Chapter 6: Patient Centricity Strategies
Introduction
Patient Centricity Drivers and Barriers
Discovery: Understanding Unmet Needs
Designing Patient-Friendly Clinical Trials
Connecting the Points of Care
Understanding the Patient Journey
Organizing for Patient Centricity
Patient Engagement Metrics
Organization Models
Summary Points
Chapter 7: Drug Pricing in Context
Introduction
The Economics of Drug Pricing
Competing Definitions of Product Value Complicate Drug Pricing
Proving Efficacy in the Real World
Setting the Pricing Strategy
Analyzing New Pricing Models
Deployment of New Pricing Strategies
Experimental Pricing Strategies
Financing the Future: Affordability
New Tools for Outcomes-Data Capture
Conclusion
Summary Points
Chapter 8: Strategic Payer Engagement
Payers Are Not All Alike
New Market Forces Increase Payer Power
The Increasing Importance of the Consumerin the United States
European Payers: High-Level Unity, Low-Level Fragmentation
United States Adopts European-Stylecost-Effectiveness Hurdles
Payer Engagement Strategies Must be Tailored, Scalable, and Flexible
Changing Biopharma-Payer Relationships: From Transactional to Collaborative
New Biopharma Organizational Models Needed
Biopharma-Payer Engagement Must Move Beyond Experimentation
Strategic Payer Engagement Comes in Many Forms
Summary Points
Part 3: New Models for Digital Health
Chapter 9: Digital Health Strategies
Introduction
Biopharma Digital Strategies
Digital Impact on Supply Chain Management
Digital Transformation of Commercial Activities
Consumer-Centered Trends
Provider-Centered Strategies: Telehealth
Conclusion
Summary Points
Chapter 10: Creating Agility Through Data and Analytics
Introduction
Multiple Forces Converge to Create Data and Analytics Opportunities
Healthcare's Four Data Vectors: Volume, Velocity, Variety, and Veracity
Extracting Value from Data Requires New Tools
The Analytics Continuum: From Descriptive to Prescriptive
Data Analytics Across the Biopharma Value Chain
Data and Analytics Challenges
Building an Analytics-First Organization: Cultural not Technical Hurdles
Conclusion
Summary Points
Conclusion
References
Index
End User License Agreement
List of Illustrations
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Guide
Cover
Table of Contents
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Part 1
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